1.4 What are we Selling?

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1.4 What are We Selling?

Whatever our product, we can be sure of one thing:

NOBODY WANTS OUR PRODUCT ...~.. FOR ITS OWN SAKE. THE CUSTOMER ONL V WANTS THE BENEFITS THA T THE PRODUCT CAN BRING TO HIM.

To illustrate: If we want to sell a CAR, do we describe its true characteristics? Do we say it is "a complex mass of metal, glass and plastic with a wheel at each corner, that is expensive to operate, pollutes the atmosphere and kills thousands of people every year"?

Of course not; we describe it in terms of the BENEFITS that the car will bring to the prospective buyer the particular benefits that HE wants. Our car may be fast, economical, safe, comfortable, good looking etc. etc., but to sell it effectively we need to focus on the specific benefits that our customer wants.

In selling Industrial products, the customer is represented by the DMU. Isn't it likely therefore that each member of the DMU sees the potential benefits differently?

For example:

The Managing Director interested in profits, and return on investment?

The Chief Engineer interested in reliability, maintenance costs, technical performance?

The Accountant interested in capital and operating costs?

The Buyer interested in delivery schedules, supplier credibility, prices etc.?

Do we therefore "sell" to each member of the DMU in the same way? Not if we want to be successful!!

We shall examine the techniques of selling later, but the message should be clear

SELL THE BENEFITS - NOT THE PRODUCT

This message applies to all stages of the selling process:

** responding to enquiries

** canvassing

** designing sales literature

** creating advertisements

** writing quotations

** face to face selling

Next page: 1.5 The Biggest Problem with Industrial Salesmen