Selling the sizzle not the steak
We’ve all heard the term “sell the sizzle, not the steak”. Well, if you’re selling anything, you had better pay attention to the “sizzle”. In today’s market, your potential prospects have one thing in mind. “What’s in it for them”, and if you’re into sales, you must realize this. While the “nuts and bolts” of your product or offer are important, that is not normally what gets someone’s initial interest and makes the sale.
People don’t buy products or services. They buy benefits. If you are selling an opportunity, people want to know realistically how much they can make. Promises of hundreds of thousands of dollars a month will usually fall on deaf ears. Why, because it is not realistic. You do have to point up the benefits someone will receive however, but if you make outlandish claims, they will simply “click away”.
If you are doing business, or trying to, you must gear your program to meet the needs of your prospects. If you’re selling a product, most people don’t really care about how it’s made, or how it’s designed. They want to know “what is in it for them”. Put a different way, what benefits will I get by dealing with you, rather then someone else.
If you are selling an “opportunity” that thousands of others are trying to “sell” at the same time, why should they buy from you? If you hope for a chance of succeeding, this is a key issue that must be addressed. Face it, most people don’t, and then wonder why they fail.
Stress the personal relationship and help you will give them. Most people, who are new to trying a program of this type, need a lot of help and guidance. If you can promise, and deliver this type of help, you have a much greater chance of getting them as a customer than someone who doesn’t.
If you are in the market for a raincoat, what is the primary thing you want? While the fact that it is double stitched and made out of high grade material is great, what you really want is to keep dry when it rains.
If you are to succeed, you have to figure out what other people are looking for. While they are really looking for a “steak”, it will be the “sizzle” that will sell them.
