What’s the distinction between promoting a product and promoting a service?
I get this query quite a bit.
Right here’s the reply and I’ll make it as easy and as clear as attainable. I feel it’s essential, essential, that salespeople perceive the distinction between promoting a product and promoting a service. Realizing the distinction can have an effect on the way you promote AND how one hires, evaluates and assesses salespeople.
The distinction between the way you promote a product versus the way you promote a product is . . .
There is no such thing as a distinction! Interval.
Let me be completely frinkin’ clear right here.
There is no such thing as a distinction between promoting a product and promoting a service — completely NONE!
These of you who suppose there’s a distinction want to judge the way you promote, since you’re promoting flawed. The salespeople who concentrate on their service or product as their promoting strategy are lacking the purpose. Good promoting doesn’t promote a product or a service. Good promoting focuses on figuring out issues, then gives an answer to unravel the issue. If it’s a kickass resolution, nobody cares if it’s a product or a service.
Once we begin with the client and their issues, there isn’t a distinction whether or not the answer is a services or products. It’s what the services or products delivers that issues. The influence of an answer, product, or service continues to be a imaginative and prescient, an intangible. It’s not one thing you possibly can contact or really feel, and it’s distinctive to EVERY buyer.
The argument I hear most frequently is: you possibly can see and really feel a product, the place a service is more durable to promote as a result of it’s an intangible. Are fucking kidding me? When somebody tells me this, I simply need to leap out of my pores and skin. When somebody argues a tangible product is less complicated to promote than an intangible service, it tells me they’re a horrible gross sales particular person or worse but, a horrible gross sales supervisor. It tells me their gross sales strategy is to steer with their supply (the product or the service) and that they don’t look to grasp their clients points and issues. It tells me they promote characteristic/perform. That is horrible promoting.
If we’re promoting accurately, we’re in the end anchored within the clients “hole.” The hole between the place they’re in the present day and the place they need to be tomorrow. We’re promoting based mostly on fixing measurable, tangible, pressing enterprise issues. We’re not promoting our service or our product, however what our services or products can ship for our clients when it comes to their enterprise worth. Once we’re promoting like this, it’s all intangible. It’s all the time completely different for every shopper or buyer. Once we’re promoting like this, there isn’t a cookie-cutter strategy. It doesn’t matter when you have a tangible, tactile, visible product or an intangible, nontactile service. It’s all intangible should you’re promoting incorrectly.
There is no such thing as a distinction between promoting a product or a service.
For those who imagine there’s a distinction between promoting a tangible product or an intangible service, you’ve a much bigger drawback than you understand. It’s essential to re-evaluate your gross sales expertise. Begin right here with these books.
For those who’re promoting accurately, there isn’t a distinction between promoting a product and promoting a service. Within the case that there’s, it means you’re not promoting, you’re pitching a product and it’s time to start out over; learn this.
In that case, how do you promote a product otherwise than a service?
I’m all ears.