Have you ever stopped to think about what it is that you’re really selling?

When it comes right down to it, you’re not selling a product or service. You’re selling solutions to the problems, needs or desires that your ideal clients have. Does your local gym sell hard work, major time commitments and exercise? Of course not! They sell sexy bodies and good health. Likewise, Mercedes doesn’t just sell transportation – they sell status.

Different Messages for Different Audiences

Of course, you’re probably selling more than one thing. For example, a restaurant might sell “convenience” to one target audience, a “fun evening out” to another group of people and a “way to connect with family and friends” to others.

The important thing is to figure out what solution you’re offering to the particular group you’re targeting, and then focus your message on this.

Customers Don’t Buy “Things”

People don’t buy things; they buy what things can do for them. For example, people who buy my book, “What’s to Eat? The Milk-Free, Egg-Free, Nut-Free Food Allergy Cookbook,” aren’t buying recipes. They’re buying a way to feed delicious food to their entire family, including a family member who is on a restricted diet.

This adage is equally true for services. For example, your neighbor goes to the chiropractor to relieve his back pain. The chiropractor is selling pain relief, not spinal adjustments.

To really connect with your customers and potential customers, keep in mind that you’re selling solutions, not products or services.