People don’t buy products or services because they want those products or services.
They buy them for the benefits and advantages they perceive they will gain by their purchase.
Nobody buys a drill because they want a drill. They buy a drill because they want holes.
The drill is required only because it produces the holes. We want deep holes and shallow holes, wide holes and narrow ones. We want the right hole at the right time at the right depth and the right width – we want, in other words, holes we can rely on.
What we don’t want is a drill. The drill is an overhead, an expense. The drill – and all its clever features – is simply the means by which we get what we really want. Holes.
Your product or service is the drill. Whatever it is you think you sell, you probably don’t. You actually sell results, outcomes – value, in other words. It doesn’t matter what specifications, features, bells or whistles your product/service/drill offers – all your buyer is interested in is the quality of the holes it produces.
What are the ‘holes’ that your offering produces?
What problems does your offering reduce – or solve – for your customers? What advantages does it offer them? How do you help her reduce costs, save time, improve efficiency, expand product ranges, serve her own customers better, understand more, enhance processes, become more skilled, gain market share, sell more?
How will her future be better than her present as a result of using your product or service?
That’s what your customer actually buys.
If it’s not clear to her that she’s going to get some of this with you then she will spend her money with somebody else.
Try this: speak meaningfully – out loud – for a full 30 seconds on the results, outcomes, improvements, enhancements, advantages that your customers gain from using your offering.
Do not mention the product or service itself. Do not describe what the product or service does. Do not say that your special-formula lubricant speeds up machine processes or that your software app allows you to scan and account for receipts or that your landscaping service produces beautiful gardens…
Describe the ways in which your offering makes the user’s life better or meaningfully enhances his business situation.
If you find this difficult then – good news! – you might just have uncovered a major weakness in your sales approach, one that could be costing you serious money.
If you stop talking about the product and start discussing the value you’ll find your customers are far more interested in dealing with you – because they’re starting to like what they’re hearing. So if you’ve just discovered that you’re not as fluid as you’d like to be discussing value then you’re now on your way to curing this massive financial leak.