Do you sell what your customers want to buy?

Most Businesses Miss the Mark, Are You One of Them?

It sounds ridiculous, doesn’t it? Many businesses are actively selling products and services, yet they’re not offering what their customers actually want to buy.

Sure, customers are spending money. But often, they’re buying in hope, hoping that what they’re purchasing will meet their real need. The truth is, most businesses are selling features rather than outcomes. They’re marketing the “what,” not the “why.”

The Disconnect: Features vs Benefits

Let’s look at a simple example. Flip through the classifieds in your local paper and find ads for TV antenna installation. What do most of them promote?

• “Free quotes”

• “Digital and analogue antennas”

• “30 years in business”

• “Fully insured”

• “Call now on 1300 XXX XXX”

All fine details. But not one says what people actually want when they look for a TV antenna: perfect reception.

If you asked 100 homeowners what they want when buying a TV antenna service, the overwhelming answer would be: “So I can get clear channels with no static or dropouts.”

You’d be right to bet that most installers do offer that, and would come back to fix the issue if they didn’t. But none of them say it. And so, they blend in, compete on price, and miss opportunities.

Start Selling the Outcome, Not Just the Offer

Here’s the shift: stop thinking like a technician. Start thinking like your customer. What outcome are they really paying for?

Don’t sell a tax return, sell peace of mind.

Don’t sell a new roof, sell a dry home that survives a storm. Don’t sell bookkeeping, sell confidence that your business is compliant and growing.

When you make the benefit crystal clear, customers stop comparing you on price and start choosing you for the result.

Next Steps for Business Owners

• Review your website and ads: Are you talking about benefits or features?

• Ask your customers: Why did they really choose you?

• Rewrite your core messaging around the transformation you deliver.

At Dolman Bateman, we help business owners rethink their messaging as part of our holistic approach to business advisory and marketing strategy. Because when you sell what customers actually want, everything changes.

Need help aligning your offer with what customers truly want? Get in touch with us today and let’s make your marketing more effective, and your business more profitable.

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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.