Spoiler alert: It’s rarely the product or service itself.
People and businesses don’t buy what you offer. They buy the value, the feeling, and the meaning it gives them.
This isn’t a revolutionary insight, but it’s something we too often forget.
We easily get caught up in product features, service specifications, and all the logical arguments. But is that really what makes a customer act?
Because…
A computer isn’t just a machine. It’s a “bicycle of the mind” (thanks, Steve).
A hairdresser doesn’t give a haircut. They give confidence.
We invest in emotions, in status, in security. In a vision of who we, or our businesses, could be.
Do you want to sell something – a service, an idea, a change? Then it’s crucial to understand the story your customer is already telling themselves.
Not just what the product or service does – but what it means to the customer.
For the Private Consumer (examples):
Noise-cancelling headphones:
What it is: Technology for listening.
What it means: A sanctuary when the world gets too loud. 🧘♀️
Yoga class:
What it is: Movements and breathing.
What it means: Landing within oneself in a world that never stops running. ✨
Hotel night:
What it is: A room to sleep in.
What it means: A break from everyday life. 🛀
For the Business Customer (examples):
New business system:
What it is: Software for managing finances and processes.
What it means: A more secure future, the ability to grow without bottlenecks, and reduced stress for management. 📈
Storytelling for salespeople:
What it is: Telling stories.
What it means: Transforming function into meaning for the customer. 💡
A modern sales pitch:
What it is: Formulating your offering.
What it means: Turning logic into emotion – and products/services into visions. 🚀
The last two examples – Storytelling for salespeople and a modern sales pitch – are exactly what we at Pitch Perfect can help you with!
So, before you sell next time – don’t ask the question: “What do we offer?” Instead, ask: “What are they really buying?”
That’s where the real value hides. And that’s where the decision and the purchase happen.
