|Some years ago, at a business event, one of the speakers said people would only spend money on four things.
3. Looking good
4. Status (which is kind’ve an extension of point three anyway, isn’t it?)
I remember being equal measures of blown away and irked at the same time.
The more I thought about it, though, the more it made sense. It wasn’t so much about what people wanted to buy as things they felt they could justify spending on.
This was a business event, remember.
This week, I read an email from one of the ‘big name’ coaches I’ve followed for a while.
It was about the four things people spend on… and they weren’t an exact match!
4. Peace of mind
What?! Does this mean there are now FIVE things people will spend money on?
What if other gurus pop up with extras? Is there even a finite list?
Here’s what I’ve learned, and they’ve become my golden rules of selling and marketing:
1. People are more driven by what they want than what they need – they might need that marketing course, but if they really want the Jimmy Choos, or the Air Jordan 1 high tops, they’ll be more likely to buy those first. They might even justify them as shoes for a photoshoot – it’s still marketing, right?
2. I stand by people buying into money, time, looking good and status above all else; peace of mind probably comes later. Think about it – those first four are often connected into creating peace of mind for the buyer. Yep, even looking good and status.
3. People will spend on feeling good, but that’s a harder sell and often seen as a luxury. Business people find it easier to justify expenditure that elevates them in the eyes of their clients and peers, or creates more income or time than they do investing in a spa day, reiki session or aromatherapy. So, if you’re in the business of selling feel good therapies, you really need to take note of the next point…
4. To be successful at selling your services, you need to get brave and distill your messaging right down to what your offering will do for the buyer.
You don’t need to make promises you can’t stand by, but you do need to make it easy for them to see the potential gains.
For instance, you can’t promise they’ll double their income on the back of their programme, but you can say it will teach them the skills they need to double their income.
Whether they actually use the tools you provide and integrate the teachings is largely out of your hands, so you need to find a way of honestly telling them what’s possible if they put everything you give to them into practice.
And if you’re selling reiki, for instance? One hour of reiki is said to be equivalent to three hours’ sleep, so if you’re constantly hustling, grinding and burning the candle at both ends, this will definitely be of benefit.
Not only that, but a more relaxed body and mind creates a much better baseline for ideas and creativity to flow, and a happier human being is always a more approachable and desirable colleague and service provider?
See? Reiki is good for business!
How can you apply these rules to YOUR business? Give it a go. Let me know how you get on.
Until next time,