What are the only two things customers ever buy? A product and service is a common answer. Here’s the best answer I've ever heard. Customers only buy solutions to problems and good feelings. Remember the old Michelin commercial on TV with the baby in the tire? What’s Michelin trying to sell you in that commercial? Michelin knows you don’t really buy tires; you buy the solution to a safety need. If you get a newspaper what are you really buying? Information. If you take your adolescent child to the orthodontist, you have braces fitted on their teeth; you’re not buying a nice set of tooth jewelry. What are you really buying when you buy braces? First impressions? Self-esteem? Confidence? Health? Any good orthodontist knows, you sell the smile, not the braces. Right? If you go to the hardware store and you buy a quarter-inch drill, what are you really buying? A hole. You’re buying a quarter-inch hole. It's shocking to realize that customers could care less about our product or service. The only thing a customer has ever cared about is what your product or service does for them. A customer buys a product of the product. You're not in the tire business you're in the safety business; you're not in the newspaper business you're in the information business; your not in the braces business your in the smile business? What business are you really in?
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