What are you really selling?

Someone walks into Home Depot to buy a drill... what do they need?


Holes!


But think about this... Who is buying the drill? Is it someone who doesn’t own a drill and simply needs a drill to make holes in their wall?


Or is this someone who needs the BEST drill to make holes in a surface that other drills can’t penetrate? Maybe a long-lasting battery?


See the difference?


To one person, “holes” is a simple concept, and this is the tool that makes holes.


To the other, “holes” is a bit more complicated. How much torque does it have, what kind of drill bits does it need, how powerful is the battery, etc. They already know they need a drill, so don’t say something like “you need a drill”.


Both need holes, but the context is different.


In your business, do you know who you’re selling to? And are you selling the right thing? Context is important.

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