 What Are You Really Selling?Published Date: 2003-04-08 03:45:14 WorkOnInternet.com
Light bulbs and employee training are the products you provide. If you are to be successful, the product itself cannot be what you sell to potential customers. What does your product provide to the customer? In other words, if you are an anti-shoplifting trainer, what benefit does your service provide for the particular customer to whom you are selling? "Oh, I get it ..." you might think, "I'm not selling employee anti-shoplifting training, I'm selling the educated staff that the training produces. Very clever gimmick, Mr. Delaney." Now you are thinking along the right line, but that is still not what you are really selling. While employees who are educated about theft are, indeed, a result of your training, there are thousands of employees working for companies, other than your customer's, with that same advantage. Does this particular customer derive any benefit from those employees? No. How will this particular customer benefit from the training you can provide? By training this client's employees, you provide the client with educated employees. As a result of having a staff of shoplifter-aware employees, shoplifting in the store is reduced, resulting in what? It results in greater profits for the customer. That increase in profitability for the customer's business is what you are really selling. The most important client question that your presentation must definitively address is "what's in it for me?" or, "why do I need what you are selling?" Continue digging deeper into your answer to "what are you selling?" until the your response also answers the customer's most important question. If your are to be successful, *that* is what you are selling. So, if your product is a light bulb, and a feature of the light bulb is that it provides light, what's in it for the customer? What are you really selling? You are selling the customer the opportunity to see clearly. So again I ask: what are you really selling? About the Author Mike Delaney is a shoplifting prevention trainer with over 20 years experience as a shoplifter, and almost 10 years stopping them. Visit http://bisoncreek.com/shoplifting
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