Customers want an outcome and not actually what you sell
What you're selling is merely a conduit for the achievement of a goal
Customers want an outcome and not actually what you sell.
In other words, they buy your solution to achieve a desired end state, and not because they want your product or service itself.
What you're selling is merely a conduit for the achievement of a goal.
Five examples of what customers are actually buying:
- 💵 Customer buys from you: Gym membership
- 💪 What they actually want: Improved health, weight loss or muscle gain
- 💵 Customer buys from you: Vacuum cleaner
- 🏠 What they actually want: A clean home without the time and effort of manual cleaning
- 💵 Customer buys from you: Meal kit membership
- 🍴 What they actually want: Yummy home-cooked meals without having to go grocery shopping or recipe planning
- 💵 Customer buys from you: Tattoo
- ❤️ What they actually want: Self-expression
- 💵 Customer buys from you: Health insurance policy
- 💼 What they actually want: Financial protection against unforeseen medical expenses