it is much easier to sell something to someone who wants it. the problem is that often times we are ‘selling’ the wrong thing. we are selling the actual item we have on offer, when what we need to be selling are the benefits of that thing, the ways in which is solves a problem or fills a need. and if we really want to be successful with selling our thing, we need to get to the emotions behind why our people want it.
figure out the emotional benefit of your thing. figure out who really wants that. sell that benefit to them.
i make it sound so easy, but i know it isn’t. so here is a little story to help you get to the emotional benefit of your thing…
my mom had breast cancer. we are talking 18 years ago (i was only 18 when she found the lump) but as anyone who has had cancer touch their lives, we still always support the cancer council and breast cancer research whenever we have the opportunity.
one day i was shopping in a department store and came across these pewter heart pendants that were on sale as part of a fundraiser for breast cancer research. they were pretty and for a good cause so i probably would have bought one anyways, and the saleslady probably could have just told me the price and the fact the profits were for cancer and the sale would have been done.
but she didn’t. instead she asked me if i knew anyone with cancer and i told her about my mom. she showed me that the pewter heart was shaped so that your thumb fit perfectly into the groove on the front. she told me that every time you rubbed your thumb on the heart you could send a good thought to someone who was suffering from the effects of cancer in their life. you could hold on to that heart and make a wish for someone who needed it.
i immediately bought 10 hearts: one for me, my mom, her sisters, her mom, my best friend and her mom and her best friend. every woman that i knew who was affected by breast cancer got a heart that day.
that lady was not selling me a heart pendant. she was selling a way for me to do something, and not feel helpless. she was selling me comfort in a difficult situation. she was selling me hope.
what are you selling? what are you really selling?
find out what it is your people really need, what it is they are searching for. sell them that.
don’t sell the characteristics of your product – anyone can see those for themselves. sell the benefits. get to the emotions. the emotions are what drive people to buy 10 of your thing and to rave about it still 18 years later. just sayin’