Sell the Sizzle, Not the steak
In any business, it is critical to know what you’re actually selling. If you’re selling a house, for example, you’re obviously not selling wood, brick or concrete.
Instead, you’re tapping into a person’s dream – his or her perception of how they are going to feel and live once they get into the home.
The analogy of selling the sizzle instead of the steak can be extended to many other types of businesses. I have to admit that, often, I’ve made my decision on which hotel to stay at based solely on the fact that they have an indoor pool and room service. Rarely, however do I actually take advantage of these luxuries. The point is, we enter the place not because of any rational thinking but because we, like most people, are influenced by our thoughts and dreams.
It’s important to know that people love to dream. So if you want to sell something, be sure you know what the dreams are. Factor this knowledge into whatever it is you are selling – product or service – and you’ ll be amazed at how much more effective you will become.