The number one challenge facing many of my clients is marketing and selling their products.
For many of them, though, the reason may not be what you think. They’re totally confident in their product, the value it brings to their customers, and the knowledge and experience backing up their expertise.
So, what’s the problem?
They are brutally uncomfortable with promoting themselves and/or their product or services. The very thought of doing so brings on thoughts of a slimy, 1970’s used-car salesmen. Every pitch feels unauthentic and deceptive, no matter how false that may be.
Unfortunately, this leads to months of work building a fantastic and super valuable product followed by a soft “Well if you’re interested I made this and you could buy it if you want to but you really don’t have to because I know that’s a lot of money,” tucked into the bottom of an enewsletter.
If this feels even the slightest bit familiar, I highly suggest you stop for a second and pick up a copy of To Sell Is Human by David Pink. I’m serious, do it.
Among the many, MANY kernels of knowledge and serious truth bombs Pink drops in this book, he explains that the evolution of sales over the last 50 years is defined by the disappearance of information advantage.
What in the hell does this mean? It means that we no longer live in a world where sellers have access to knowledge and information that consumers don’t. And that means consumers are no longer left to take a sales pitch as the undisputed truth.
So how does this relate back to you, selling digital products online?
Well, friend, that shift came to be thanks to the good old-fashioned internet. So if you’ve got an internet-based business (and even if you don’t), this has A LOT to do with you.
Today, consumers can compare tons of similar products side by side from the comfort of their couch, glass of wine in hand. They can (and do) use social media to crowd source feedback and recommendations.
In today’s world, sales is not about making your product seem like something that’s it’s not. That’s in large part because it just doesn’t work anymore. People will find out, and they’ll tell their friends.
It’s also not about selling your product to people regardless of whether or not they really need it. Even if you can get a few of these sales, that’s not going to create long-time customers that come back for more.
Promoting your product means extracting its value in a way that is approachable and digestible for the people who will benefit from it the most.
Make it crystal clear which problem you’re solving and how you’re doing it - especially if your approach is different from similar offerings on the market. Show what the results look like once the problem is solved. Maybe even throw in details about exactly what type of person is going to benefit the most.
It’s really that simple.
The foundation of a great sales strategy is presenting a great product (the problem solver) and laying out all the value it will bring to the people who need it most (the ones with the problem!).
No gimmicks, no tricks, and no deception required.