Selling Value...It'S Not The Roses
I've come to realize that there are many truths in every business. One of those truths that we cannot deviate from is that it is not what you sell, its what the customer buys. It's not the roses, it's the message. Too many people in too many companies focus on their activity rather than their outcome. The "is," rather than the "does." The feature, rather than the benefit. Dominoes pizza: its not the pizza, it's the delivery.
You might sell insurance but the customer buys financial security. You might be in the staffing business, but the customer buys successful, competitive production. You might sell computers but the customer buys a way to process data and information to maintain their competitive position in the marketplace. You might represent cell phones, but he customer buys a way to stay connected at a reasonable price. Anything you can do to move your product from what it is to the purpose for which it gains value, the more successful and profitable you will be.
The most valuable thing that you can do for yourself or your product is to clearly define the purpose. What is the purpose for this action? What is the purpose for this product? What is the purpose of this call? What is the purpose of this task?
I recently spent time with Andrew Black, the new President of Legos. Formally, the man who helped put the "swoosh" in the golf division for Nike. We were talking about the purpose of little plastic blocks that go together and build things. Is the purpose the blocks? Is it building things? Or is it building creativity in kids? When the purpose is clear, there is typically an advantage. People make smarter decisions. There is usually less waste of activities and financial resources so that the cost goes down and margins go up. Usually the job or task succeeds quicker and is easier to draw support to the conclusion.
If a friend has a birthday and you buy chocolates then the purpose is clear. It sends the message "happy birthday." Without a purpose, clarity falls. Remember, it's not the roses, it's the message. Its not what your product is, its what your product does.
About the Author
 Thomas Winninger is the founder of WINNINGER Visionscope a Minneapolis based Think Tank. He is author of the best selling books MarketQuake, Price Wars, Full Price and Sell Easy and his just published book BULLSEYE! - What Market Leaders are doing to consistently HIT the BULLSEYE! Thom is one of the most in-demand business speakers in the North America today. For more information about his programs please visit,
BULLSEYE! How Market Leaders consistently hit The Mark
|
