As a business person, it is imperative for you to understand that only 35% of the reason people buy the products or services you offer is for the actual product or service itself.
The other 65% of the reason they buy is for what you can do or provide beyond the product or service, and what that product or service does for the customer.
In other words, if you are trying to sell your customers and prospects products and services, you are wasting your time. They are only 35% interested in products and services.
But they are 65% interested in the benefits of having you involved.
You see, chances are good that your customers and prospects can buy the same product or service (or at least comparable ones) from any one of several of your competitors.
And with that product or service, your competitor may offer a number of additional advantages as well.
They may have a lower price, better quality product, some added bonuses or extra services, a location that’s more convenient, or a payment plan that fits their budget better.
In today’s tough, competitive market, it’s difficult to compete on price or product. You may be able to command a certain advantage for a period of time because you have a lower price than your competitors, but we both know that it will be short-lived.
The truth is you will never be able to maintain a competitive position in the marketplace – long-term – because of the prices you charge or the products you provide.
It’ll just be a matter of time before either one of your competitors lowers prices or duplicates (or even betters) your product, or you raise your prices because you no longer have the necessary margins to justify your prices.
But there’s one thing your customers can’t get from any of your competitors. And that’s you, your empathy, your problem solving expertise, and your knowledge and commitment to service that you bring to his or her unique situation.
