Are You Still Selling Drill Bits?
By Shane Griffin
Last year, millions of people purchased drill bits, but none of them wanted a drill bit. Okay, maybe a few did (collectors I suppose), but the vast majority wanted a hole. This is not a new analogy, and I don't claim to be the originator.
The question is, how effective is your line of questioning? Do you uncover enough information from your customer? How do you appeal to your customer's wants and needs?
As I see it, there are a few levels of sales people.
Level 1: Just trying to sell drill bits. They put up a sign, maybe even give you a call, but all to tell you how great their drill bit is and just how much you need it. Effectiveness rating = 1 (at least they're trying).
Level 2: Trying to sell a hole. This person recognizes that people buy the result of the drill bit, not the drill bit itself. Effectiveness rating = 10
Level 3: Trying to find out why the customer needs a hole. Are they building their first house? Are they hanging a picture of their child? Are they hanging a prestigious award they've just won? Are they buying it to help Habitat for Humanity? Are they a carpenter by trade? Effectiveness rating = 100
Level 4: Trying to find out the emotional drive behind why the customer needs a hole. Level 3 was good. In fact, better than most. Level 4 takes that same information, and goes one step further, to the persons emotions and values. Are they investing in the security of their home? Are they proud of their family? Are they proud of the award they just won? Do they value giving back to the community? Do they build things to pay their bills? Effectiveness rating = 1000
What level are you? What level is your sales team?
Apply "drill bit logic" to your product or service. More than likely, no one buys what you are trying to sell, but they want to buy the results of your product or service. Furthermore, they want to experience their individual, emotional impact that results from your product or service.
So here's your action step: stop selling drill bits. Connect with your customers, engage them on a deeper level, and create a positive buying atmosphere that connects your product to their wants and needs.