The concept of selling hasn’t changed over the centuries. There is a product or service designed to match a customer, but what has changed is the way organizations have sold or marketed to the customer. One of the methods we teach is to bring it back to the basics.

There are three types of marketing for the sale.

  1. The person or company offering a product or service.
  2. The product or service itself.
  3. The customer.

The person or company: How many times do you hear that it is all about the company.  One you hear all the time is how many years they have been in business or how the son has taken over for the father or grandfather.  Also, another is how many locations they serve.  This is to show how big they are and how long they have serviced their clients.  It is good marketing, but what does it say to a potential client about how they help their needs?

The Product or service itself: Do you ever hear that the product is so good that it sells itself?  This can be true in certain cases.  QVC and Home Shopping network are the kings of selling products that are geared toward the customer who is impulse buyers.  They sell it a little and then numbers start to roll in. They create more buzz or pressure when they implement the old scarcity process where there are only a couple left. It pushes the maybe buyers over the edge emotionally. Some sales people sell on the features of the product or service hoping with all the features that it is enough to close the sale. If the product can be sold with little or no sales skills then you are an order taker and not a salesperson.

The customer: The concept is the best to know and use. We teach the sale has nothing to do with you or your product. It has to do with the customer. When you concentrate or gear you sales pitch around what the customer wants you are ensuring a sale. It is all about the customers wants. People buy more because of what they want then what they need. Your house needs a new water heater but you buy the new pair of jeans first because you want them even though you don’t need them.

Every great salesperson learns that it is more about the customer than the features of the product. Focus your selling on your customer’s wants. How your product is going to make them feel when they use it is key.


Benjamin Brown
Mr. Brown is the author of best-selling book “Master the Art of Closing the Sale” (go here to get your copy). He has worked with hundred of clients to help them double their sales with successful sales strategies, Go here to get free 10 step sales guide, “10 Step Sales Guide.” Feel free to send Benjamin a message here.