There’s a good chance, you’re selling widgets, not business outcomes.
It doesn’t matter the industry, we all do it. We focus on the details of what we sell because we’re trained to do those things so precisely.
We focus on our identity as strategists, advisors, consultants, freelancers.
The problem is, clients don’t buy what we do or who we are. They buy business outcomes from the least risky options available.
Clients want more leads, more profit, higher retention, better conversion rates, more efficient ad spend, etc.
It’s your job to talk about how those things are achieved by whatever it is you sell in a logical and concise way.
I don’t care that the baker made my quiche at 5 am by hand—I just want a delicious breakfast at my local cafe.
Fine to talk about what you do and how you do it, but first focus on the problem you solve and then tie it into the solution you offer.
Go back to the title and intro of this post. Problem first.
P.S. I moved Mindshare to a new brand name and domain, How to Sell Advice. The membership is still called Mindshare, I just wanted to make it a standalone thing. More on that soon.