Stop Selling the Product. Start Selling the Benefit. ISSUE 25 - 2/16/12

One major mistake small business owners make is they think consumers are interested in the product they are purchasing and the person whom they are purchasing from. This is the furthest from the truth. People don't buy because they think something is the best product in the world. They buy because of what it can do for them. If you can figure out how to tie your product or service to emotion, you will learn how to sell anything and your sales will increase exponentially.

I want you to imagine yourself going to a shopping mall for a moment. You want to buy yourself some new shirts. You're making your way through the clothing stores. Every time you turn around, you see mannequins all dressed in the latest styles and fashions. Haven't you ever wondered why they're all dressed this way and haven't you been curious as to why they oftentimes don't even have faces? This is no accident. This is because there's an enormous amount of science and psychology that goes into making you want to buy these clothes.

The retailers are selling you the benefit of the product, not the product itself. They want you to imagine yourself wearing the clothes. They want you to imagine yourself feeling good. And most of all, they want you to buy, buy, buy. They don't want you to imagine someone else wearing them because then you wouldn't be inclined to make an irrational or emotional purchase. They have even given you other suggestions so that you don't just NEED a t-shirt. You also NEED an entire outfit!

SELLING YOUR PRODUCT

One of the best books I've read to date is called Why We Buy by Paco Underhill. This book goes into great depth regarding the science of buying and what inclines you to make those hasty purchases. If you really want to know how to sale your product, read this book. You will never shop the same. I promise you.

I have recently started working with a clothing company called 4HUMANITEEs. This is a small company based out of Hayward, California. When I began working with them, I could tell they really wanted to make a difference in other people's lives. In fact, their primary goal is to bring awareness to injustice from child trafficking to human inequality through clothing. I knew immediately I was going to help in every way possible to ensure their success since I am also a huge philanthropist and human rights supporter.

Since the company wants to ensure they are focused on their mission, I suggested they share this mission with their followers and the rest of the world through their t-shirts. I suggested they change their focus away from the product itself and begin focusing on the fuel behind their fire - Humanity For All. Instead of the Call To Action reading "Select by Product", have it read "Support Your Favorite Cause."

Focusing on this method of selling will also illustrate to other people you are an outward focused company. People don't like doing business with selfish people nor do they trust them. Focusing outward proves you are neither. Plus, as I've stated before, "People don't like to be sold, but they love to buy." - Jeffrey Gitomer. Selling the benefit will always attract people rather than scare them away. This is a known fact.