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Sell the Outcome not the Product or Service

This is a very common problem I see time and time again. I have been guilty of it many times before myself. So many talk about their features, widgets, services, products, specs, pricing or what they do when discussing what they sell.

This is the wrong approach.

In this blog post, I am going to talk about the importance of selling the outcome your product/service/widget provides. Not what it does, but the outcome it produces for your consumer. I don’t care if you are a dentist, web designer, swimming pool contractor or exterminator. It applies to any business, selling anything.

Here are some examples:

  • I need a filling in my tooth. No, you want to be healthy and pain free.
  • I need copies. No, you want to send a proposal in color that reflects your image and wins the sale.
  • I need a new roof. No, you want to have no leaks, and enjoy quality of life.
  • I need a credit card. No, you don’t have cash, or you don’t want to spend your cash.
  • I need tickets to a concert. No, your favorite group of all time is playing and you have never seen them before. It’s on your bucket list!
  • I need to find a restaurant. No, you need to eat.
  • I need new tires. No, how do you use your car now? How many miles are on your present tires? City or highway driving?
  • I need a flight to New York City. No, why are you going? What will you do after you arrive? Where are you staying?

  • This also goes back to selling benefits, not features. This is an excellent way to differentiate yourself in the marketplace as most businesses are not selling the benefits or the outcome. If you sell features, you’re just like everyone else and blend in with your competition.

    Conclusion:

    So are you selling the outcome your service provides? Or are you selling what you do? Make the change now and you’ll notice an increase in your sales and profits.

    I promise!

    Excerpted from an article by Adam Dukes, Creative Director at Social Sinergy


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