Aaron Ross is the Author of best-selling book "Predictable Revenue" (http://predictablerevenue.com/book/). Here he talks about selling ideas and not just products. These tips will help you educate consumers with your product.
- People don't want to buy products, they want help
- Help people by using both your product & expertise
- Educate rather than sell
You know if I wrote a second-- the next book, a follow up, the book might be called “Sell ideas, not stuff”. I’ve started half a dozen companies and you know talked to all kinds of people then one thing I know is everyone’s sick of being sold to. Like there’s so much e-mail, products, pitches, webinars. It’s crazy but everyone wants to learn and improve and so what people do want-- they don’t want you to sell your product. They want to learn from you. They don’t want to buy things. They want help.
So if you can help them with your product and your expertise but starting with your expertise, they’re going to come to you. It’s going to build trust, you know, teach them something valuable and they’ll come back to you for more.
And you really want to sell-- when I talk about sell ideas here’s an example. There’s a company called BetterWorks here and they sell a, you know, online service to help you reward your employees better or treat your employees better. You know, for them they sell the idea that you should treat your employees well.
Might sound real silly but why should you treat your employees well? How can you treat your employees well and so on. They don’t sell their product but when people learn about it, you know, they learn from them. They learn tips. They get a lot of value there and then they want to actually subscribe or sign up with that company. Now if you, you know, you could-- if you were a writing coach, instead of selling people your writing services, you should sell them on the idea of why should they write. You know why should they write a book?
So again it’s much more powerful if you sell ideas not stuff and you’ll find that if you start sharing your best expertise for free out there whether it’s through a blog, book, e-book, webinar video like these videos. DocStoc is doing it, people will really respond to you.
You’re going to get a lot more referrals, a lot more clients and actually you’re going to feel a lot better because you’re making a difference without selling people. And so educate, don’t sell.