Don’t Sell Me Things
Ever since you got in this business you’ve been told about features and benefits, you’ve been told to market yourself, you’ve been told that people want to know what we can do for them. Let me read you something written in the 1940s that sums up this whole issue perfectly.
Watch the video podcast or read the transcript to learn why you shouldn’t sell clients things, and what to do instead.
It was part of a thing called Sears and Roebuck Adventures in Salesmanship. It was entitled “Don’t sell me things”. And it’s as poignant today as it was in the 1940’s.
It says basically:
Don’t sell me things.
Don’t sell me clothes, sell me neat appearance, style, attractiveness.
Don’t sell me shoes, sell me foot comfort and the pleasure of walking in the open air.
Don’t sell me furniture, sell me a home that has comfort, cleanliness and contentment.
Don’t sell me books, sell me pleasant hours in the profits of knowledge.
Don’t sell me toys, sell me playthings to make my children happy.
Don’t sell me tools, sell me the pleasure and profit of making fine things.
Don’t sell me tires, sell me freedom from worry and low cost per mile.
Don’t sell me ploughs, sell me green fields of waving wheat.
Don’t sell me things. Sell me ideas, feelings, self-respect, home life and happiness.
Please please please don’t sell me things.
Sincerely,
your client.
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