Customers don’t buy products or services.
Customers buy a solution to a particular problem that they have, in order to achieve a desired outcome.
The challenge is to understand the gap between where your customer is at the moment, and where they plan to be after their purchase. Why are they looking to buy? What’s their motive? what’s their reward for buying – and the consequence for not buying?
You’re not selling a vacuum cleaner. You’re selling the solution to a dusty house or apartment.
You’re not selling insurance. You’re selling peace-of-mind.
Get closer to your customers. Understand what they think they are buying, rather than what you’re selling. What’s the reason that they are looking at your business value offering?
Only once you can see the world from your customer’s perspective can you properly position, communicate and deliver your product or service; and align your company’s sales processes with your customers’ buying processes.
After all, it’s not about what you’re selling. It’s about what they’re buying.