Oct 23, 2018

Selling Our Offerings Vs Having Them Being Bought  

We spend so much time selling our products and services, bringing the most convincing arguments to our prospects that we have the right product/service for them. We do our research on the prospect(s) to ensure that we have covered all the bases. We do market research, we analyze data, work on our sales pitch, fine-tune the advertising material and so much more; only to ensure that we have all things in place to make the sales. After all of this we many times find the selling is much harder than we envision.

What if there was a better way to get our offerings out of our possession and into the useful circumstances of the customer. Can we make the offering easier for the customer to buy rather than easier for us to sell? The truth is that we will have much high success in getting offering to the customer than merely following a strategy of sell-sell-sell. Having the offering being easy to buy lead us to not having to engage too heavily in the difficult business of selling, we would be more on a marketing strategy of having the customer wanting to buy-buy-buy.

How to make our offerings easier to buy?

Offerings should always be viewed from a deep understanding of the unique circumstances the customers are in, and what they are trying to get done with those circumstances. So how do we do this?

1. We must start with a healthy grasp of who the customers are. Understanding who they are is more than mere reading a few research and analyzing biographical data. We must meet the customer from deep within them, on a psychographic level with there very own unique circumstances.

2. Formulating our offering for meeting the unique circumstances of the customer is the next step. We should never build a product or service merely because we like it, all offers must be built from the perspective of customer unique circumstances.

3. Meeting the buying objective of what the customer is trying to get done is the final step. Once we have worked through the aforementioned steps, we will be able to meet the customer "Reason To Buy". At this point, we need merely to make the customers aware of the offering, and we will notice that is easier to buy than had we gone will a strictly sales strategy.

In summary, shifting our focus from sales strategies to buying and marketing strategies really lead us to not only understand the customer in a deep circumstancial way but to move away from selling our offering now and selling it later, to building a market we can rely on, way into the future.

©Orlando O Spencer I, Inc.

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