Identifying The Deeper Meaning Of What Is Being Sold
There is a simple old marketing question that sharpens the focus of selling anything.
The question is: "What are you selling?"
A car dealership may be selling transportation. But when one looks deeper into the purchase it is discovered they are actually selling the dream of a portable life that facilities the personal wishes of the buyer. It is not merely transportation. It reaches into many levels of the owner's life that go far beyond movement. To some it represents the power of status. To others it is the dream fulfilled of being able to access distant loved ones, successfully hold down a commuting job, or even take a relaxing beach vacation. That is what the dealership is selling.
To a cosmetics dealer the sale of their products represents the selling of beauty. But to the recipient of the purchase it may represent the grown up entrance into the art of self adornment eagerly awaited by all young women. To others it represents the enhancement of careful grooming and self-confidence with the ultimate dream of attracting a mate. Those dreams and desires are what the cosmetics dealer is selling.
Even information products which are so prevalent in Internet Marketing may be selling a great insight to accomplish a particular selling goal, but what is really being sold is the dream of education which will bring personal achievement and financial enrichment.
When ever one is selling a product or service it is very important to discover the deepest meaning of the sale to the customer or client. Recognizing what one is selling on his own level is not enough. What the customer or client's perception of what the product or service means to him is what is truly important. Understanding that will make all the difference in how one ultimately markets his goods or services to the masses.
The question is: "What are you selling?"
A car dealership may be selling transportation. But when one looks deeper into the purchase it is discovered they are actually selling the dream of a portable life that facilities the personal wishes of the buyer. It is not merely transportation. It reaches into many levels of the owner's life that go far beyond movement. To some it represents the power of status. To others it is the dream fulfilled of being able to access distant loved ones, successfully hold down a commuting job, or even take a relaxing beach vacation. That is what the dealership is selling.
To a cosmetics dealer the sale of their products represents the selling of beauty. But to the recipient of the purchase it may represent the grown up entrance into the art of self adornment eagerly awaited by all young women. To others it represents the enhancement of careful grooming and self-confidence with the ultimate dream of attracting a mate. Those dreams and desires are what the cosmetics dealer is selling.
Even information products which are so prevalent in Internet Marketing may be selling a great insight to accomplish a particular selling goal, but what is really being sold is the dream of education which will bring personal achievement and financial enrichment.
When ever one is selling a product or service it is very important to discover the deepest meaning of the sale to the customer or client. Recognizing what one is selling on his own level is not enough. What the customer or client's perception of what the product or service means to him is what is truly important. Understanding that will make all the difference in how one ultimately markets his goods or services to the masses.