What are we selling?

Posted: February 16, 2012 | Categories: Sales

I was facilitating a team meeting last week and the subject was added value.  The first question we needed to address was: “What are we selling”

Del Webb is a company that builds retirement communities.  They make money by selling houses.  Even though the sale of houses is what they do, it is not what they sell.  Ask any of their sales reps, and they will tell you that what they sell is a lifestyle.  There is a community center along with many activities.  You never have to do yard work or house maintenance but you can still have your own little garden.  In other words, what they are selling is the experience.  Years ago, a seasoned and successful sales professional told me, “People buy based on how the purchase will make them feel”

Let’s pick another experience – owning an I-pod or a Mac Computer.  I own a blackberry and a PC.  If you were to ask me: “What do you think of your Blackberry/PC?” I would probably say, “It’s fine.  I don’t have many problems with it.”  Ask the same question to a Mac or I-pod user and they usually say the same thing:  “I love it”.  They’d better love it…they are paying a premium price!

Isn’t that funny?  I don’t recall Apple ever seeking my business.  Their business seems to come to them, and they are one of the richest companies in the world.

For both Apple and Del Webb, they have been able to sell “the experience” that they give.  It is time to ask ourselves that question.  If a client hires us, what is going to be unique, special, and highly desirable about the experience?  Here is an action step you can take immediately:

List as many facts and features as you can about you and your product or service that none of your competitors can say. 

 If this question stumps you, keep working on it.  If we can articulate the answers to this question, we can build our own “edge” – just like Apple and Del Webb

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