Do You Know What A Store Is?
I read this sentence this weekend…gave me reason for pause:
“A store is nothing more than an aggregate of customers and the trick is to pay close attention to what they want rather than what you think they should buy.”
It’s relevant in my business, in my software evaluation projects, and to your business as well.
All of us get stuck in this mind sometimes of trying to shove our wares down the collective throats of our prospects and customers…rather than stepping back and taking a macro view of what those same groups want and desire.
I’ll admit that I have been guilty of it.
Usually takes somebody in one of the business groups I belong to hitting me with a 2×4 to get me to get it.
It happens ALL THE TIME when I’m at a client site and software vendors are doing a product demonstration. Without fail, they will be bound and determined to show the latest dazzling feature even though it has nothing to do with my client’s needs. Doesn’t even matter if I interrupt and say, “Thanks…not interested”.
They have cool functionality…and by God, the client is going to see it.
It’s called selling features (seller’s product), not benefits (buyer’s desires)…
So, the question for today is this…are you selling features instead of benefits? The question is relevant where you are in accounting, IT, sales, own your business…or you don’t.
Read between the lines and think about it.