What You’re Selling vs What They’re Buying

Why we need to reframe our offerings.

We’re all selling something: a product, a service, ourselves. And we have a very clear picture in our heads about what that thing is. The question, however, isn’t what we’re selling - but what our customers are buying.

Three people walk into a store and each buy a single candy bar:

Person 1 is buying the candy bar because he stuck to his diet all week at work and is treating himself. He’s not buying a candy bar - he’s buying a reward for self discipline.

Person 2 is buying the candy bar because her husband had a bad day and she wants to show him that she was thinking about him on her commute home from work. She’s not buying a candy bar - she’s buying goodwill in a relationship.

Person 3 is buying the candy bar because he is working the 3rd shift and didn’t have time to pack a meal. He’s not buying a candy bar - he’s buying a meal.

But the person working for the candy company is under the impression that she is selling candy bars. She isn’t thinking about what these people are buying - only what she thinks she is selling.

How much better at her job would she be if she started thinking differently?

Thanks for spending time with me in my workshop,

Eric