The Sole of the Shoe

Your customers don't buy how amazing your product is.

They buy what that product helps them feel, achieve, or solve.

And that's frustrating.

Because you know everything that's behind it.

Look.

Years ago I was in the office of the owner of a shoe manufacturing company.

He was frustrated.

Halfway through our conversation, he asked for a shoe, picked it up, and told me:

"Look at these soles. Nobody in the market makes them like us."

And he started explaining why they were so wonderful.

He was in love with his product.

But his customers weren't.

In fact, they didn't care a whit.

And that's when I understood something I never forgot:

Your customers don't care about your product.

They care about what they get thanks to it.

It's that simple.

And no, that doesn't mean selling junk.

A good product matters.

But the problem is almost never there.

It's in how you're selling it.

Let me put it with questions:

1. Do you know what you sell? Obviously.

2. Do you know the customer who buys from you? Probably that too.

3. Do you know what they really want to achieve when they buy from you? That's where many get stuck.

Because the customer at that shoe store didn't just want to cover their foot.

They wanted to look good.

Feel confident.

Express something about themselves.

That's what they were really buying.

Now the important question:

Do your salespeople know how to awaken that desire?

Or do they just recite features?

Because that's the difference between selling and begging.

People don't buy when they understand your product.

They buy when they feel your product will help them achieve something.

And your salespeople are responsible for showing them that.

But we were taught to sell this way.

We were taught to obsess over the product and expect the customer to realize how great it is.

And that path is frustrating.

That's why I do what I do.

Because there are businesses with good products that don't sell what they could because no one taught their team to provoke the desire to buy.

If you want your salespeople to stop reciting features and learn to generate real emotion in your customers, apply:

Customer Service Training

Warmly,

Carlos

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Shopology S.A. de C.V.

Av. Pacífico 468 Local C, Coyoacán, Ciudad de México, CP 04330, México.

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