Today's entry is going to be short, sweet, and to the point! A few months ago, I was reading a book called Buy*ology by Martin Lindstrom. In his book, Martin talked about the impact that the white headphones had on the sales of Apple's "iPod". He went on to explain, that as people began to see these white headphones, it no longer became a product they wanted...it was a membership. Apple was selling an MP3 player that also offered an exclusive mebership into the "white headphone society".
Even though Apple has done a great job of selling "memberships", they are not the only company that has recognized what they really sell.
You maybe a motorcycle rider or you may even be the one that cringes as the loud "potato-potato" sound flies by you on the highway. The truth is that it doesn't take a Harley owner to recognize the kind of force Harley Davidson is in the world of motorcycle sales. Why is HD so dominant? Why have they grown from a manufacturer to a culture?
It's because Harley Davidson does not sell a motorcycle. They sell t-shirts and decals! Harley Davidson sells a persona...they sell a LIFESTYLE!! I am not saying that HD does not sell a quality product because they do (not to mention I know a number of family members that would come unglued if they heard me bash HD).
So what does this mean? This means that we must not lose sight of what we really sell. My wife, the dietitian, does not sell meal plans and consultations. She sells 10 more years with your grandchildren! She sells the feeling of fitting into your old college jeans!
As a financial advisor, you don't sell opinions on how to allocate our savings or visions of what the future will hold. You sell the comfort of retiring in the country! You sell an Alaskan Cruise for your 50th anniversary!
Now, for the million-dollar question...
What do YOU really sell?
4 comments:
I couldn't agree more about the need to understand what companies truly sell. This is such an important concept, but one that most businesses don't think enough about, and not enough people write about.
As a long-time Apple user, I don't view myself necessarily as belonging to a white headphone club, but moreover, I've always viewed myself as special because I've always owned several Macs, iPods, Apple TV, Airport, Final Cut Studio, etc. I think if Apple sold underwear I'd probably have a drawer full.
As the owner of a membership site on small business marketing, my marketing job is to instill into my members that sense of being in a special community. That way, as I unveil new products, members will want them simply because they have the ManaicalMarketer.com imprimatur. My product is special and they're special for owning it.
Great feedback Michael! I couldn't agree more. Apple does a great job of welcoming you to the "family". Thank you for taking the time to respond.
When you sell a a product, its the particular brand that you want your consumer to buy. At the end of the day its the attributes that you associate with the brand entices the customer to buy the product.
Nice post. Will be reading more!!!
Well Said Jason!
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