What makes anything sell?

Here is a clue...

It does not matter if it is a product as simple as apiece of gum or as huge as a Learjet. Nor a service as simple as laundry or as complez as a no ration, non-owner occupied fourplex with five different borrowers.

People buy for one reason... because they are seeking the pleasant outcome of the product or service in question. Whether that outcome of the product or service in question. Whether that outcome is fresher breath or the ability to take a bunch of your friends to Paris for lunch on a moments notice.

The outcome drives the purchase, period.

Selling outcomes is a winning strategy for all salespeople and especially when selling a complex produce like ours which is a commodity and a service all in one package.

Trying to compete on the commodity side alone is a recipe for disaster in our business. Someone else will always have (or at least appear to have) a better price.

The relationship of the pleasurable outcome of that relationship both now and in the future is what our customers are willing to pay for if they are skillfully made aware of the unique advantages you offer in order to give them those additional pleasurable outcomes.

Tomorrow... how you can start selling the outcome.