Having something remarkable to offer is not the same as being able to sell it.
Theodore Levitt, brilliant author, teacher, and former editor of the Harvard Business Review, made an observation about the railroads that has never stopped being relevant. They defined their business so narrowly that they missed the entire transportation revolution happening around them.
What business are you actually in? The answer may be much more expansive than you think — and if you are communicating the narrower version, you are reaching a fraction of the people you could be connecting with and missing out on opportunities that are available.
What You Are Selling Is Not Necessarily What People Are Buying
Presenting something and selling something are two entirely different skills. Sometimes people don’t even buy what they think they’re buying. Sometimes they buy a brand. Sometimes they buy the product. Sometimes they buy both. Sometimes, they buy their trust and connection with you, not the product and not the brand.
If more people knew what you were truly offering — would more of them buy it? Watch this short video and find out what it would take to truly Sell It.
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Read the Full Verbatim Transcript: “Sell It” with Kim Greenhouse
Sell It
Many, many years ago there was a very famous book that was out called “The Marketing Imagination” by Ted Levitt, who used to write the Harvard Business Review.
And one of the things he said, of the many things that he said, that really struck me was when the railroads were asked what business are you in, they perceived themselves to be in the railroad business.
So when other opportunities came before them to be part of the transportation business, they couldn’t receive it.
So there’s a lot of people who will present something, but they don’t want to sell it. They just want to present it. Presenting to present is one thing. Presenting to sell it is another.
And people with great products don’t necessarily know how to sell them. In other words, make them attractive enough, make them clear enough, make them engaging enough for people to buy them.
And not always do people buy what they think they’re buying. Sometimes people buy a brand. They don’t buy the thing.
So if you would be interested in having us help you or assist you in selling what you have — the value, the contribution — helping you sell it so that more people buy it, or more people become interested in it, or more people get involved with it.
Book your appointment with The Rainmaking Company. rainmaking.ch.