Sell the Finished Product Not the Bits and Pieces

I’m sure you’ve been told or at least heard the phrase, “Sell benefits not features.” Well, I’d like to take it one step further.  Not only do youtoyparts want to focus on selling benefits, you also need to focus on selling the finished product or end result.  Benefits are only benefits if they somehow support achieving the desired outcome.

I have 3 little girls and one thing that I’ve noticed is how good toy companies are at selling the finished product.  Whenever we buy some toy, whether it’s a doll house or a bicycle, it comes in a package with all these bits and pieces that need to be assembled.  The picture on the box, however, always shows the finished product.  The bicycle on display, is always “road-ready.” Why? Because we buy the finished product.  Toy companies know that they can’t leave it to our imaginations to visualize the potential within all of the bits and pieces, how the bits and pieces fit together, or why we even need all of those parts.  Therefore, they focus on the finished product.

Achieving the finished product actually requires some instructions and some work, but it’s worth it if there is a clear picture of the end-result.

The same is true in your business.

I  work with a lot of service-based entrepreneurs, coaches, consultants, therapists, wellness professionals, etc., who are helping clients to create life-changing results, yet many of them focus on the bits and pieces of their service packages and products rather than the desired outcome.

In order to master sales and inspire people to do business with you, you have to have a clear picture of what your client wants and then help them to visualize it.

Here are 3 keys to keep in mind:

1) Lead with the complete picture not the bits and pieces.

Whenever you have a sales conversation, be sure that you and your potential client have a clear view of what they want before you even think about discussing the “knick-knacks” in your packages. Establish the picture first, then you’ll both know if the bits and pieces are a good fit. Don’t dump out the package and overwhelm them with all of the little parts before they even know what it is they’re getting.

2) Clients are never motivated to buy based only on features and benefits.

Demonstrate how the features and benefits support the desired outcome. First, make a list of all the features (the bits and pieces) in your packages. Next, write down the benefit associated with each feature. Lastly, write down exactly how this benefit supports your clients in achieving the end result. For example, you might say, “I offer email access, so that you can have your specific questions answered between sessions. This decreases the likelihood that you will fall into unhealthy eating habits on the weekends, so you’ll lose weight faster.” Connect the dots for people.  What may be an obvious perk for you, may not be obvious for your potential clients.

3) Make sure all the bits and pieces are there.

Create packages that actually deliver the end-product you promised.  There’s nothing worse than opening up and package and finding out that there are missing parts. Your packages should be put together so that your clients achieve great results. Sure, some assembly may be required, you’ll need to throw in detailed instructions, and even let them know what tools they’ll need to do the work, but give them what you promise.  If you do this, they are more likely to be happy with the end product and more likely to buy from you again.

This week, I invite you to look at your bits and pieces and see how they support your clients in achieving their desired outcome. And, don’t forget to sell the finished product!

I’d love to hear your thoughts, so please feel free to leave your comments below.

 

 

 

About Tiffany deSilva

Tiffany deSilva is the founder, CEO, and visionary leader of BrightFire Women’s Business Network, LLC.

BrightFire Women’s Business Network is the premiere sales training and coaching resource for service-based women entrepreneurs who want to increase their sales, serve more people, and change more lives.

Feedback & Comments:

  1. What a great analogy with the kids toys and the finished product… Ikea furniture would be another great example… we sure do NOT buy the process it takes to get to the finished piece of furniture. And, as you so clearly point out: same goes for service businesses!

    Love,

    Katherine

    Katherine C. H. E.
    Author, Be True Rich

  2. Great analogy, Tiffany. Lead with the finished product really is a very cool sales conversation strategy. Thanks!

  3. Thanks for the excellent analogy to shiny new toys! Great to “begin with the end in mind.”

  4. This article should be in a magazine! It is so visual and complete… you gave us the bits and pieces, explained how they applied to us, then gave us the completed picture of how it will increase our sales…. AND you incorporated toys! Awesome!

  5. You are exactly right. People are looking for solutions. Show them the solution and then reinforce it with features and benefits. Most purchasing decisions are based on needs and emotions. Meet both and you’re golden.
    Write on!~
    Lisa Manyon

  6. I also love the toy analogy! and the great reminder…”Make sure all the bits and pieces are there”

    Thanks – Trudy

  7. Great information; we do often get sidetracked by the bits and pieces when we should be focusing on the positive, that end result.. I love the example you gave, such a heart-centered way of showing clients the way to achieve their goals.

  8. You are so right. Always make certain you are giving them what they want and addressing their problems with solutions. You may be proud of what you have.
    They might not care about all the bits and pieces until they see the solutions.

  9. Great points you raise here – I agree that we should lead with the complete picture – people always need a visual an image and a sense of what life will be like once they have this thing before they are motivated to dig into the bits and pieces

  10. Yes! People buy full solutions more than the pieces … but letting them see all the pieces included is also key to making the sale a no-brainer! Maybe that’s why so many products have packaging with photographs of everything included on the back … or have see-through windows!

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