People Buy Why, Not What you think you are offering in the marketplace.
People don’t buy WHAT you do; people buy WHY, Not What, you do it. (I don’t think you got me. If you do, I don’t think you believe me. But do, please.)
What organizations [including yours] do are PRODUCTS or SERVICES. They are the WHAT.
In an undifferentiated world that is unreal, some can buy WHAT […what people do]. But in the differentiated world we live in, products don’t serve as reasons to buy. What serves is the reason for the product… or service.
People don’t buy Coca-Cola because it is a brownish liquid with some sugar and carbon gas but for WHY Coca-Cola? REFRESHMENT. Are you following?
Please distinguish appropriately the difference between product (WHAT) and reason (WHY) of purchase.
Products are tangible features and benefits to build a rational (reasonable) argument. Same is Service. Products and Services are WHAT. WHY is REASON behind the WHAT; the concept, idea, or message. WHY [reason] an organization, a product and an idea are, is superior and better than WHAT!!!
Come on, are you following?
Failing organizations TRY to sell, convince, persuade, and compel (this’s emphasis, not tautology) us prospects, buyers, or customers on WHAT they do (products, services), but the TRUTH is: we buy WHY they do it (reason, the reason they do it).
Managers, MDs, Directors/CEs & owner-managers have you heard? if you have heard, Put it into practice to show you have.
Each time people come to ask for a product, I try to discern that the person knows WHY he wants the product or service. Where I didn’t, I asked a question like why do you want it? What do you do? What will you do you do with the knowledge or skill? This helps him to buy WHY, and not WHAT.
I stop here. So much of this is in LIVE meetings: ZOOM or LIVE.
Mike Ihezuo is a rare Management & Entrepreneurial Pundit, Ace Human & Business Developer, and Leadership & Team Expert. He speaks to upward-moving organizations and high-net-worth individuals virtually daily. He can help talk to your people. CALL him now.
