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What Are You **Actually** Selling?
No, not the widget you sell (widget is used here as the umbrella term for a product or service). What is the experience of using your widget? What does your market get from using what you sell?
Do you think you have a handle on what Harley-Davidson, Nike and Club Med sell? Think again and then read my can’t miss formula for doing the same.
First of all, they don’t sell their widget. They sell what the widget means to their markets.
Harley doesn’t sell motorcycles, it sells the rebel lifestyle.
Nike doesn’t sell athletic shoes, it sells a lifestyle. “We’re in the lifestyle business,” says Nike founder Phil Knight.
Club Med doesn’t sell vacations . . . it sells fun, romantic and relaxing get-aways.
So, did you definition of what are you really selling just change?
Here’s a formula to help you get a handle on it and position yourself better.
The Greater ROI Real Sales Formula:
[inset your product/service's name] doesn’t sell [insert however you currently describe what you sell], we actually sell [insert the lead benefit people get from using your product/service].
And if you don’t know what your market gets from buying your widgets, then why are you still reading this? Go! You’ve got work to do! Git!
By Walter |
Topics: Client Top Secret, From The Trenches, Pro Analysis |
November 24th, 2006 at 9:20 am
A timely reminder to focus on the value we offer and a simple, effective forumula to use for any business. I’ll spend some time thinking about my own business with the question, “What am I really selling?”