Tomato Fish Marketing Blog

Archive for April, 2009

Sell your WHY

Friday, April 24th, 2009

If you’re anything like me, pushy salespeople creep you out. We’ve all met them – the ones who put a product into your hands before you know what it is or why you need it. I may love the product, but I’m an adult and I’ll decide what I need without your pitch, thank you very much. Does this mean I’m a little more high-strung than normal? More than likely. But play along, and I’ll assume you feel the same way.

In our business, there is a correct way to sell your commodity product in a unique way.  Most of us appreciate a little finesse. According to Simon Sinek, creator of the business model “The Golden Circle,” businesses are more successful when they sell the WHY rather than the HOW or the WHAT. Here’s an example of what we’ve done.  Note the difference:

Approach 1:
We are Tomato Fish Marketing—a company who develops frost-resistant marketing strategies for our clients. We sell marketing analysis, branding strategies, direct mail and advertising campaigns, and email marketing. Wanna buy?

Approach 2:
We are Tomato Fish Marketing—a company who develops frost-resistant marketing strategies for our clients. What do we love? Helping you succeed in growing your business. How will we do it? We’ll use our unique frost-resistant service process focused on Market Strategy, Implementation, Analysis and Review. What’s the result? You exceed your sales goal and land your big fish. Let’s start growing your business!

Which would you rather hear? I’m guessing it’s Approach 2. It’s easy to fall into a typical, product-focused sales pitch, but don’t be afraid to change your perspective. As Simon Sinek says, “people do not buy what you do; they buy why you do it.”