Random fact, the other day I was waiting for my husband to come out of the shops. I was sitting there enjoying the winter sun and doing what we all do…people watch.
Anyway, as I was sitting there, I saw this car pull in, a clapped out car with spiderwebs, dirt, and believe it or not, a business sticker front and centre.
Did that business owner realise the perception I now have of their business?
If they don’t have time to look after their car, the thing they use as part of their business, how will they look after me?
An interesting question for sure.
Years ago, when I first began building my first business, Nurse Power, I gave little thought to selling, I just assumed, everyone would see how great my business concept was, and would just buy it.
Now, as I sat there musing over the business parked next to me, it got me thinking, what are we selling, when I first kicked off my first business ‘Nurse Power, I literally thought I could build it and the people would come.
This could not be further from the truth, we are all always selling in business.
It could be an idea, a concept, a product, a service, even carrot sticks to the seven-year-old, who won’t eat anything that resembles a vegetable.
The non-salesy sales process…one I wanted nothing to do with, or thought I would have to participate in.
Oh, what a mistake that one was.
Whether you are selling offline or online, it can be a tricky process.
It’s trying to work out what people want and need, and what they will buy.
WHAT ARE YOU REALLY SELLING?
As a general rule, most people could not care less about your product or service.
They care about what is in it for them, they care about what it is going to do for them.
Take the fitness industry. You are a PT, your clients are not that interested in your qualifications, or your boot camp, they are interested in how they are going to look and feel after sessions of exercise they do.
They want the rewards of looking and feeling great, of all that comes with having a super lean, super amazing physique.
It’s NOT about losing weight, it’s about wearing the clothes they want, having confidence…the payoff of working their butts off.
Why you need to have a clear and focused picture of what you are really selling.
Levitt wrote about industries going into decline, and how it was not the changes in the industry that were the problem, rather the management of change.
Rather than being in the railroad business, if the focus by management had been on being in the transportation business, the result may have been quite different.
Levitt stated that imagination and innovation are the essential ingredients to ongoing growth and sustainability for any business.
Fast forward well over 50 years, how is this relevant today?
Go beyond the product or service, look for what people want, how they want to feel, ask yourself what business are you in? What are you really selling?
Your product is not what you are selling.
Your service is not what you are selling.
What do your customers say about you?
This is where imagination and innovation are the keys to making more money, being on brand, with a focus on the right thing to continue to grow and evolve in a frenetic environment.
Take Apple, an experiential experience to say the least.
I have purchased a number of Apple products over the years, and the ones purchased at an Apple store are a standout.
You start at the front of the store, greeted by an Apple representative, complete with their Apple t-shirt, their lanyard filled with cool little tools, to their personable style, who actually care about you, not just a sale.