Your Personal Sales Trainer
People donít want products. They never have and never will.
People want what owning a product will do for them. In other words, people always buy the product of the product.
For example, you probably transport anywhere from 10 to 20 gallons of extremely volatile and flammable liquid when driving your car — often at high speeds and in heavy traffic. And this highly combustible liquid is generally only a few feet from you. I'm talking, of course, about gasoline.
Nobody wants to carry this dangerous solution around in major cities where auto accidents occur — and auto accidents occur every day. In fact, U.S. Department of Transportation statistics indicate that all adult drivers can anticipate experiencing no fewer than two automobile accidents during their lifetime and that there are over 6 million traffic accidents a year in the U.S.
With those kinds of odds, why would people carry this flammable liquid around with them? Because of what it does, of course. They want their cars to go. People never buy the product; they buy what the product does.
When you are selling, remember that people donít want your product; they want what your product does. The want protection. They want peace of mind. They want comfort.
They want the product of the product. So sell that!