WHAT BUSINESS ARE YOU REALLY IN?
There is a huge difference between the products and services you sell and the business ..… that you are really in.
People only come to you for one of three reasons:
1. Because they have a perceived need for what you do
They have a perceived need ….. the key word here? Perceived –
They think they need what you have.
2. They have an unfulfilled desire
They want something and it hasn’t been satisfied, it hasn’t been fulfilled.
They have an unfulfilled desire.
3. They have an unsolved problem ..… in their life ….. or their business
One of the businesses I work with is an earthmoving company. Their job is to help farmers with drainage, reclaim land from swamp areas, trenching, site levelling and developing, excavation .….
They used to think they were in the earth moving business. Why? Because that’s the product and the service they sell. Now having heard a little bit of their story, what business do you think they are really in?
Because of their knowledge and their expertise of what they do ..… they are able to turn dead land back into profitable pasture. So they are actually in the business of maximising productivity and profitability.
That mind set shift changed the way they promoted themselves and also changed the way they presented themselves to their customers? It dramatically changed their thinking. It’s changed the way they advertise, it’s changed the way they market, it’s changed the way they promote, and it’s changed the way they write their proposals.
Distance yourself from your product and your service.
Look at the:
What is the difference? Between the products you sell ….. and the business that you are really in?