It’s hard to be in a successful relationship if there’s only one of you.

And even when there are two, the long-term prospects aren’t good if the focus is always on ‘Me’.

It’s just the same in business as in personal relationships. That’s why, in my last post I talked about the importance of the elevator question before you make your elevator pitch. Give your potential customer a little respect. At least find out who they are and whether they’re likely to have the slightest interest in your products and services before you try to sell. Just because they’re in the same elevator – or use the same social media network – it doesn’t give you the right to bore them.

So you’ve got a Unique Selling Proposition? You know exactly what makes your business stand out from the crowd? Good.

Now think about a Unique Buying Proposition. Why should each customer, or well-defined group of customers want to buy from you? How can your business change and improve their lives. No, stop thinking about the way you see it. You’re in a relationship, remember? Put yourself in their shoes.

The point came home to me yesterday when blog-buddies Nanette Levin and Jan Kearney commented on the way I’m presenting my wall-art products – poetry and design – in my Coloring The Wind project. I’d always thought that there’d be a market amongst entrepreneurs if I could sell them ‘finely-crafted inspiration’ for their office walls. And the early signs had been encouraging, with lots of positive feedback. But when it came to actual sales? Ouch!

Then in came Nanette:

Instead of trying to sell this to small business owners as an end user (entrepreneurs are generally loathe to spend money on themselves) why not position these products as a gift? How many would embrace the opportunity to offer something unique for those who are hard to buy for or present a thank you to a valued client, vendor, referral agent or associate?

Backing her up, Jan:

I love the idea (of Coloring The Wind). When I see the right product I just know that it won’t be me hitting the buy button – but asking my daughter or parents when they’re looking for a gift at Christmas, birthdays etc. On the other hand, I work with small businesses and again, I’m keeping an eye open for gifts for them. I think your posters would make a great gift, a change from a bottle of plonk and tin of chocolates or branded mug and calendar!

So why didn’t I think of that? Because I’ve been focusing on me, not my customers. Thanks, Nanette and Jan, for reminding me that me business isn’t all about me, it’s about you.


Related Posts

Elevating sales
The Elevator Question


New today at Coloring The Wind

Man in the Street

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