What Do I Sell?
We spend a lot of time thinking about our products and/or services, but how much energy do we put into communicating exactly what we sell? How do we know if we are using language that makes sense to the people who are buying what we are selling? If you want people to buy from you, then tell them what you sell in language they understand. Spend some time writing down everything that comes to mind when you ask yourself the question “What do I sell?” Talk to several trusted friends or employees, as well as customers to get more ideas. Put a circle around items that are unique to you. Put a square around the items that reflect how you think your customer’s experience your product.
I’m always surprised how business people stumble over this simple question. Many have a hard time developing one sentence that clearly defines what they sell. My friend Jack is a wholesale distributor of containers. Another friend, Dawn is a real estate agent. Dawn can condense what she sells into one sentence – “I sell houses.” On the other hand, Jack might have a harder time explaining what he sells. But he has a sentence that gets the point across quickly – “I sell containers with a hole in the top that you put goop in.”
If you are having a hard time articulating what you sell, think of the question in a different way. Ask yourself, “Where does my income come from?” Thinking about it from that perspective may help you figure out how to plainly describe what you sell.