Remember what people really buy
According to Theodore Levitt, “People don’t buy quarter inch drills…”, which is probably a bit of a blow for Black and Decker. But, all is not lost, because “…they buy quarter inch holes.” And guess what we need to make a quarter inch hole?
The point is that customers are not interested in us or what we sell. They are interested in what they can do with what we sell. So, have a think about what it is you sell. Why do people really buy it? If you’re not sure, why not ask your favourite customers?
When you stop talking about your product or service, and start talking about what customers can do with it, you’ll see your sales really increase.
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