Many businesses fall into the trap of trying to sell a product or a service. They focus their messaging on features, quality, or expertise. But in reality, that’s not what your customers want.
Your customer wants to make a change.
They want to improve something. Fix something. Or have something new.
They are in search of a business that can help them make that change. A change that can get them from where they are now, to where they want to be.
It’s simply a matter wanting to go from their Current State –> Desired State.
Selling Through Change
As a business, what you offer is a way to help make that change. Your product or service itself is irrelevant if it does not directly benefit the customer’s change.
When you are framing your sales and marketing strategy, think about how you help our customers get from their current state, to their desired state. This should be the focus of your messaging.
Here are some examples:
- As a car dealer, your customer might be trying to “change” to a car that better fits their life. Maybe they need something more reliable, fun to drive, kid-friendly, or spacious.
- As an HVAC contractor, your customer might be trying to “change” to a home that is more comfortable. They need to have better control of humidity and temperature in their home.
- As a business consultant, your customer might be trying to “change” to a more profitable operation. They might be trying to better scale their business processes as they grow, reduce expenses in production, or increase their sales.
Regardless of what industry your business is in, you need to understand the change you help make. Start by understanding your customer. Develop persona’s that address their current state and desired state. Then develop your sales and marketing strategy to position you as the trusted resource that can help make that change.