In our advertising we tell the customer that we have the solution to their problem.
Not just a solution. The solution. The solution that eradicates their need to continue searching, but to instead stop, drop and roll in front of our cash register.
We are selling certainty.
That is why we make our product as good as it can be and sharpen our advertising to the point where they are in physical pain if they don’t make the purchase.
But we do not get, nor should we desire the luxury of certainty.
Outside of operations (which should be dummy-proof) your mind should be constantly whirring with questions:
- How do I get more qualified leads?
- How do I get more qualified leads for less money?
- Is my follow-up process as tight as it can be?
- Am I presenting back-end sales at the right time, and in the right pricing mix?
Certainty is what we sell. We produce it by asking ourselves the kind of probing questions that seek to improve the product and the process – so that the customer never has the occasion to question what we are saying or what we are selling.