Focus On People – Not Products

If you’re not consistently closing the sales numbers you’d like to see, it’s due to one thing: you’re not selling what people want to buy.

If you think you are selling a product or a service, you’re missing the boat. And as any good marksman will tell you, if you’re aiming at the wrong target, you won’t hit the bullseye.

I’m going to let you in on something that you might surprise you. The real pros – the ones who seem to have that “magic touch” – use a bit of knowledge that you need to know to sell to your full ability.

A natural law of sales is at work: People don’t buy products – they buy the benefits.

They’re looking for the positive personal experience it will give them; this is what moves them to buy. And if you’re focused only on selling a product then you’re not selling what they want to buy.

Focus on people – not products, and you’ll hit the sweet spot every time.

Focus on why they are buying. This factor is always more important than what product you are selling.

That old saying is still true today: Discover what people want to buy and you’ll make a living; learning why they want to buy will make you wealthy.

Why are they buying?

If you can’t answer this question, you haven’t contacted that individual.

The answer is that they are always buying a benefit; something that provides an improvement in a condition that promotes and enhances well-being. It helps assist someone to obtain some desired advantage or position.

And what the customer considers a benefit might be anything from making a positive impression on his superiors, his co-workers or friends and neighbors, to achieving some long-standing unspoken goal. Or it may be something so deeply personal that he only knows how it makes him feel, and can’t even express it in words.

You have to find out what that person considers a benefit.

The general sales principle is this: The only reason anyone buys anything, is because your product or service offers the possibility of obtaining a personal benefit.

If your selling methods align with why the people want to buy– rather than what you’ve got to sell– then you’ll both be working toward the same goal for a change.

Focus on people – not products. Your customers will love you for it.

daniel w. jacobs
(c) 2009 – 2030, all rights reserved


2 Responses to “Focus On People – Not Products”

  1. Brenden Joyce Says:

    Sell the benefit, not the product.
    Brilliant writing!!!

    -Brendan Joyce · Berkeley, CA

  2. short, concise article – all the right words

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