What are you selling?
Think about this.
The answer is not as obvious as it appears to be.
Here is a case study:
I was recently working with a client who is a psychologist. He told me he was having a hard time building his practice.
Me: “Why is selling hard for you?”
Him: “I’m uncomfortable selling myself.”
Me: “Why are you selling yourself?”
Him: pause… “Because I thought I had to.”
Reconsider What You Are Selling
In his book “Purple Cow,” Seth Godin tells us that Dutch Boy paint was headed towards bankruptcy until their epiphany:
They were not selling paint; they were selling painted walls.
A subtle but important distinction.
Because they realized what they were truly selling, they changed the design of their paint cans. The side handle (just like a gallon of milk) and a pour spout lid made it easier for their customers to paint their walls. Their sales boomed.
I asked my client what he was selling and he listed this things:
- Freedom from stress
- Relief from anxiety
- Empowerment in paralyzing situations
Freedom, relief and empowerment are much more powerful and appealing than selling a counseling appointment.
So, what exactly are you selling?
If you’re a CPA, you may be selling “freedom from anxiety about the IRS.”
If you’re a salon owner, you’re selling “how to make yourself feel beautiful.”
One more? If you’re a staffing firm, how compelling is it to sell “peace of mind in finding the right employee.”
May I ask you again? What are you selling?
Shut the front door! There are more posts like this? Yes!