By the Ocean
Sunny 79 Degrees
7:25 a.m.
“My product/service is the best…that’s why people should buy it…”
In my experience, this is not how humans work. I first learned this when coming out of music school. Back then, I was under the naive delusion that the best players got the best jobs.
The truth turned out to be very different.
Not only is that NOT how it worked, it actually seemed to work the opposite way. So much so that you’d hear about X getting a new music job somewhere in the country and you’d think, “HIM? What? I know how he plays and it’s awful!”
Back then, I didn’t want to play the game. “My playing would speak for itself!”
Silly little Jason.
Most of the people I work with on a long term basis DO have “the best” product or service offerings in their space.
This is not an immediate advantage, it is an UNREALIZED advantage. In other words, there’s still much work to be done. You don’t just set it out there and wait for everyone to buy.
The problem is that the word BEST has no depth, no dimension, no specificity, no story, no consistent definition.
The bigger problem is that buyers are not experts. They don’t want to be experts. They never will be experts. That’s why they are coming to you!
So you have experts selling to non-experts. And what that means is that there is a huge disconnect between the seller’s understanding of the value being presented and the buyers understanding of that value.
In fact, it often happens that the things the expert believes make the product superior are things the buyers don’t even care about noticing.
People will buy from the seller who best connects with their hearts and minds. “BEST” may or may not be a factor in that decision.
So what are you to do? Especially if you DO have “the best” option?
This is where SHOW, not TELL becomes valuable.
Look at your marketing and selling systems as they exist today. Do they SHOW or do they TELL?
SHOWING takes just as much work as TELLING, but the results you generate are very different.
“WATCH as I show you how your problem will disappear…” is far more compelling than saying, “No other product comes close in terms of quality and effectiveness…”
How many ways can you SHOW? That’s the work.