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Don’t sell the Sausage, sell the Sizzle!

By | entrepreneurs, marketing, sales tips, Training, Uncategorized | No Comments

Have you heard that phrase before – “Don’t sell the sausage, sell the sizzle”?

If you think about it, a sausage is just sliced up dead pig. Not very appealing is it? But when you start to think about the smell, the taste and the look of a wonderful succulent sausage, then suddenly it becomes much more desirable.

The phrase originated from a well known salesman called Elmer Wheeler in the 1920s, (although he referred to steak not sausages). See a clip of him here: https://www.youtube.com/watch?v=UW6HmQ1QVMw[/embed]

His point is simple – don’t sell the features of your product (sliced up dead pig) but sell the benefits (smells wonderful, tastes wonderful, satisfies your hunger). Think about it, what are these major brands really selling (hint; it is not the product!)

Wonderbra (it’s not bras)
Lamborghini (it’s not a car)
Nike (it’s not trainers)

If you answered something along the lines of:

Wonderbra – sex appeal
Lamborghini – wealth and status
Nike – a way of keeping fit

Then you are on the right lines.

That is because customers don’t really care about the features of the things they buy – customers want to know the benefits (or what they will get). So next time you are trying to persuade someone to buy from you, don’t talk to them about slices of dead pig, tell them all about the sizzle!

Janet is based in Enfield, north London and trains small businesses and entrepreneurs how to sell more. She has recently reached the final of the Institute of Sales and Marketing Management’s national awards (BESMA 2016) in the category of Sales Trainer of the Year and, in November 2015 won ‘Start up Business of the Year’ at the Enterprise Enfield Business Awards.

If you enjoyed this article and you would like to receive a free download: Janet’s 8 Proven Sales Tips, please click on this link now.
Click Here for 8 Proven Sales Tips

Sell well

Are you giving a great buying experience?

By | customers, sales tips, Training, Uncategorized | No Comments

Are you giving a great buying experience?
When I run one of my sales training courses, I usually do a bit with the class at the beginning about ‘what makes a good sale’. I ask delegates to think about a time when they had an outstanding buying experience and to share it with the group. The results are often a surprise to participants and really get them thinking about what it feels like to delight customers. It also shows them in a very real way that not all buying decisions are based on price. So what exactly goes into creating a great buying experience? Well, in no particular order, these are the things that usually come top of the list:

“They took time to listen to me” – the salesperson listened attentively, asked questions, showed they understood the answers and tried to find out what was really important to the customer. Read More