Don’t Sell Your Services; That’s Not What People Buy
Believe it or not, no one actually buys your service. No one buys coaching. No one buys consulting. No one buys financial planning. So what do people buy? Well, there are, in fact, two things people buy.
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Believe it or not, no one actually buys your service. No one buys coaching. No one buys consulting. No one buys financial planning. So what do people buy? Well, there are, in fact, 2 things people buy:
The first thing people buy is a solution to a problem.
People buy a service only because they believe it will solve certain problems and give them certain results. They are not buying the ‘how’ of a service. Your service is simply the ‘how’ you do it. Your service is the tool or method you use to solve problems and deliver results.
Do you buy a hammer because you just want a hammer? Do you buy a car because you just want a car? Do you go to the dentist because you happen to feel like being drilled? These examples show you that you are buying a solution to a problem; you are buying a result. You would not buy a hammer, a car or go to the dentist unless they all solved problems and delivered results.
Just suppose you focus on telling someone all about ‘how’ your coaching and consulting service works and what it is. At the end of the conversation (if they are still listening), they will have a good understanding of your ‘how’ but they’ll be left wondering what problems you will solve for them and what results you will deliver.
If people do not know what problems you will solve for them and the results you will deliver, it is highly unlikely that they will buy your service. If however you focus on understanding their problems and the results they will get, you will be focusing on what people are buying and your chances of success will be dramatically increased.Send this article to a friend
The second thing people buy is YOU. Continued…
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