That’s right; I don’t really want what you’re selling. Most consumers don’t either. If people aren’t buying what you’re selling, or they’re not buying enough of it, stop and think for a minute what are you truly selling them?
If you think you are selling them your products and services you’re wrong. Consumers don’t want your “stuff and things”.
What we want to be sold, and what we’ll buy more of, are experiences and benefits.
We’re buying from people selling us experiences and benefits – regardless of what the product or service is.
We have no interest in your virtual assistants who can send email for us. We want more efficiency and more productive use of our time.
Forget selling us basketball shoes that have great ankle support. We want shoes that give us the chance to jump higher and be one step closer to Michael Jordan.
We don’t need the huge flat screen TV - sell us the envy of all our friends instead.
You are selling me tax preparation services – sell me on piece of mind that it’s getting done right.
Our wives don’t want a massage because deep tissue muscle stimulation is good for them – they need it because they work hard and deserve the pampering damnit!
Enough with the new 7 new flavors of mango sorbet you’re pushing – Put our imaginations on a tropical island for a minute and we’re sold.
You get the picture.
You aren’t selling us services. You are relieving us of the hassle of doing something ourselves and screwing it up.
Don’t tell me what your product does. Tell me what it does for me, and why I should care.
Quit selling stuff and things -- start selling experiences and benefits.
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{ 23 comments… read them below or add one }
Love it. Sell Benefits, not Features.
Ta-Dah! Great article! This information is useful for my real estate biz and my online biz. Excellent reminder – you’ve got my thoughts moving now on how to implement your suggestions.
Great wake up call, Matt! It’s easy to get caught up in the day-to-day of being a business owner and loose sight of what your customers are really looking for.
Thanks for this post. It’s something that is so easy to lose sight of when trying to make everything work properly. I really should print this out and put it up somewhere prominent in my business corner!
Great article, i heard something similar before, that we should be selling experiences.
Personally I am sick and tired of being going around and saying all my product is this, does that and its the best. If it was the best you would not be out here trying to sell it to me, there would be enough word of mouth marketing going around.
@Terri
Real estate is a perfect example. When you sell a house you don’t give me all the dimensions, and explain why the roof is better than the next roof. You show me the kick ass view, and you show my wife the jacuzzi tub and we’re sold!
Matt
@Matt
Your biz is perfect for this kind of thinking. I really don’t care what is wrong with my computer, I just need you to relieve my headache…you’re the Tylenol of the computer world.
Matt
@Elise
It just takes asking yourself “what benefit am I providing”, then approach prospective clients from that angle.
Glad you liked the article!
Matt
@Tom
I agree Tom…don’t tell me your product is great, show me why I will think it’s great.
Matt
@Will
Bingo – You’re picking up what I’m putting down!
Matt
Matt
Great quote
“When you sell a house you don’t give me all the dimensions, and explain why the roof is better than the next roof. You show me the kick ass view, and you show my wife the jacuzzi tub and we’re sold!”
That is awesome!
Yeah, I knew this all along! Tell me why I keep forgetting it! Great site, keep it up!
Really one of the most profound reminders I’ve seen in a great while, Matt.
I was actually pondering this very question just yesterday. I’ve now got something to sink my teeth into.
Man, I LOVE SmallBizBee.
Cheers
George
hey Matt,
Great post. As Will said above, sell the benefits, not the features…
BTW, this post gives me the idea for a new business. A place where you can eat sorbet and get a massage while watching Michael Jordon play basketball on a huge flat screen TV and someone does your taxes… what do you think?
~ Steve, aka trade show display booths
@Steve
You know, that’s so crazy it just might work! Thanks for a good laugh, I needed it today.
Matt
@Pal
The easier it is, the easier it is to forget…just works that way for some reason.
Matt
@Tumblemoose
George with your knack for prose you should be able to sell benefits and experiences without problem…heck I’d buy anything you were selling.
Matt
@Tom
More truth than poetry on that one, trust me =)
Matt
@Steve
See what anyone of here think should mean like 10% to you. Look inside and ask yourself how you feel about it? Does it make you excited and almost afraid of the impact it could have?
Stop looking outside, first look inside, bring value to the world with your heart in it and you will succeed.
Easier said then done, but its a starting point.
Shared your article here to fellow members at Silkfair, http://www.silkfair.com/forum/thread/936. I think you are absolutely right. It isn’t about just wanting jewelries or clothing, it is how it makes us beautiful or how it enhances our body.
Great article, really enjoyed reading it.
@Yah2009
I read through the forum string, and it seems like the article got some conversation going, which is the whole point.
Right, if you are selling slippers (like someone in your forum does) you aren’t selling footwear…you’re selling me rest and relaxation after I get home from a long days work.
Matt
What a great site and very informative posts. I will add a backlink and bookmark this site. Thanks
@Alice
Great to have you here, glad you found the site and are finding it useful.
Matt