Are you selling what your customers what to buy?
- Arnold Shields
- Sep 10, 2009
- 2 min read
Updated: Jun 24
Most businesses miss out on customers and end up competing on price because they’re not actually offering what people want to buy.
That might sound ridiculous, after all, their customers are buying from them. But here’s the disconnect: customers are searching for a solution to their problem, and businesses are selling features instead of outcomes.
Let’s break it down.
Customers don't buy a product just because it exists. They buy what they believe the product will do for them. They’re on the lookout for a solution that meets a specific need. But instead of promoting that solution, businesses often lead with specs, years of experience, or price points, none of which clearly communicate the value or result the customer is after.
Take this example. Look through the classified section of your local paper for TV antenna services. What are people actually looking for when they need a TV antenna? It’s simple, perfect reception.
Yet, the ads in the paper rarely mention that. Instead, they say things like:
“Free quotes”
“Digital and analogue antennas”
“30 years of experience”
“1300 phone number”
Not one mentions the outcome the customer truly wants: crystal-clear TV reception. And ironically, most of those businesses probably can deliver perfect reception, or they’ll come back until it’s right. But they’re not selling that promise.
They’re not selling what customers want to buy
Disclaimer:
The information provided in this article is general in nature and does not constitute personal financial, legal or tax advice. While every effort has been made to ensure the accuracy of this content at the time of publication, tax laws and regulations may change, and individual circumstances vary. Dolman Bateman accepts no responsibility or liability for any loss or damage incurred as a result of acting on or relying upon any of the information contained herein. You should seek professional advice tailored to your specific situation before making any financial or tax decision.
