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 potential. I feel it’s necessary, 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 isn’t any distinction! Interval.
Let me be completely frinkin’ clear right here.
There isn’t any distinction between promoting a product and promoting a service — completely NONE!
These of you who assume there’s a distinction want to guage the way you promote, since you’re promoting fallacious. The salespeople who deal with 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 resolve the issue. If it’s a kickass answer, nobody cares if it’s a product or a service.
Once we begin with the client and their issues, there is no such thing as a distinction whether or not the answer is a services or products. It’s what the services or products delivers that issues. The affect 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 tougher to promote as a result of it’s an intangible. Are fucking kidding me? When somebody tells me this, I simply wish to soar out of my pores and skin. When somebody argues a tangible product is simpler to promote than an intangible service, it tells me they’re a horrible gross sales individual or worse but, a horrible gross sales supervisor. It tells me their gross sales strategy is to guide with their supply (the product or the service) and that they don’t look to know their clients points and issues. It tells me they promote characteristic/operate. 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 at this time and the place they wish to be tomorrow. We’re promoting primarily based 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 is no such thing as a cookie-cutter strategy. It doesn’t matter you probably have a tangible, tactile, visible product or an intangible, nontactile service. It’s all intangible in the event you’re promoting incorrectly.
There isn’t any distinction between promoting a product or a service.
In case you consider there’s a distinction between promoting a tangible product or an intangible service, you will have an even bigger drawback than you understand. It is advisable to re-evaluate your gross sales abilities. Begin right here with these books.
In case you’re promoting accurately, there is no such thing as 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.
Anybody disagree?
If that’s the case, how do you promote a product in another way than a service?
I’m all ears.
