What are you selling?

The following is adapted from an article I wrote for the landscape industry. It's applicable to any business though.

So what is it that you have for which other people are willing to shell out their hard-earned cash? What is your business? This question is easier for some to answer than others. Are you focused on selling product, or solving people's problems?

I've been making my way through a book called Selling The Invisible by Harry Beckwith. It's an easy read and easy to pick up and put down too, which is why I nibble at it. The topic is sales in a service industry. One of the key concepts is simple: Have something people want to buy. Sounds easy. They may not know they want to buy it yet, but it still needs to be something people will buy and something they will be satisfied with once they have it.

Okay, so back to the initial question: So what is it that you have for which other people are willing to shell out their hard-earned cash?

Do you sell landscaping? That would mean trees, shrubs, paving, walls,...inventory items. Or do you sell something else?

Take a look at other industries.

Burger King: "Have It Your Way." It's not burgers they are selling; it's the convenience of customizing your order without a hassle.

The Care of Trees: "Our business is people and their love of trees." They could say "Come see us for all of your tree care needs," right?

Land's End: "Guaranteed. Period."

Caribou Coffee: "Life is short....Stay awake for it!"

Staples:: "That was easy!"

The above examples play on people's desire to have something hassle-free that makes them feel good. It's a wonder people in our industry have not caught on.

Look around and you'll see for yourself. Some do it better than others. I think it all stems from the mind set of the company. Consider the stereotypical landscape truck:

XYZ Landscaping

Trees, Shrubs, Flowers, Pavers, Black Dirt, Design

In other words, "Our business is to sell you stuff for your yard." Notice that design is often listed last, an afterthought.

There is a difference between selling inventory items and providing what people what they really want. Here are some angles that may or may not fit your business. Decide who your client is and solve their problems. Examples:

"For the busy professional..."

"Spaces for the growing family..."

"Extend the enjoyment of your home to the outdoors..."

"Improve you home's value by 15%"

"Enjoy your garden longer with year-round interest!"

You get the idea. Focus on the benefits, the "What's in it for me." People don't need this stuff, but if you can show them how it will improve their lives, they will WANT it.

But it's deeper than that. Lip service isn't enough. If you are truly in it to improve people's lives in some way, then that will show, and the sales will follow. As Beckwith suggests: Have something people want to buy. If YOU believe these things -- believe in your "product" -- not only is your integrity intact, but you will honestly work to help people achieve what you promised. That makes the little extras and enhancements that come up along the way seem more like "additional benefits" than "add-ons." That's the key.

Please share any other examples--from any industry--of companies selling benefits vs. product.