What’s the distinction between promoting a product and promoting a service?
I get this query so much.
Right here’s the reply and I’ll make it as easy and as clear as attainable. I believe it’s necessary, crucial, that salespeople perceive the distinction between promoting a product and promoting a service. Figuring out 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 unsuitable. The salespeople who deal with their service or product as their promoting method are lacking the purpose. Good promoting doesn’t promote a product or a service. Good promoting focuses on figuring out issues, then affords an answer to resolve 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 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 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 wish to leap 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 method is to guide with their supply (the product or the service) and that they don’t look to know their prospects points and issues. It tells me they promote function/operate. That is horrible promoting.
If we’re promoting appropriately, we’re finally anchored within the prospects “hole.” The hole between the place they’re right now and the place they wish 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 prospects 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 method. It doesn’t matter when you’ve got a tangible, tactile, visible product or an intangible, nontactile service. It’s all intangible should you’re promoting incorrectly.
There isn’t any 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 have got an even bigger downside than you understand. It’s worthwhile to re-evaluate your gross sales abilities. Begin right here with these books.
For those who’re promoting appropriately, 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 begin over; learn this.
Anybody disagree?
In that case, how do you promote a product in another way than a service?
I’m all ears.
