In the 1950s, consumer sales of cake mix were poor.
Not because the finished cake tasted bad.
But because it was too simple to make.
“Just add water.”
It didn’t feel like serious baking.
So, something clever was done: They removed the powdered egg and let the customer crack the eggs themselves.
And sales took off.
Not because the cake got better. But because the experience did.
A lesson that’s easy to forget in sales.
We package. We simplify. We present. And the customer? Feels like a passenger.
But people don’t want to be sold to. They want to feel smart. Independent. Understood.
That’s where the “Socratic” sales approach wins.
By asking questions instead of giving answers.
By inviting and engaging instead of just instructing.
You’re not just selling a product or solution. You’re creating a decision the customer wants to own.
So…
How can you let your customers crack their own eggs?
Here you get mote insights on how you can engage with your customers.
