Hustle for Success: Why selling as important as developing a killer product

The best marketing phrase is “Sell the hole, not the drill”. Coined by the legendary Harvard Professor Theodore Levitt. It’s true, buy the drill so that they could drill small hole for their home improvement goals.

Selling the drill itself by explaining all the detailed attributes of that tool has less to do with the purchaser’s inclination of us wanting to buy the drill. Its all about the: ‘how we benefit from buying this drill’?

Instead, if you explain the affiliated story of the beautiful family photos that will be up on the wall, then it will be a better bet on winning over the hearts of your future prospects.

Offering a solution to a problem or a way to improve our lives is the most common reason behind all purchases.

If you can deliver the solutions or improvements people need, your storytelling can accelerate the adoption of your products and services.

The credibility and trust people will have that resonates with the product now becomes a brand. The brand in return offers the business intangible value that can generate growth by constantly building on the story that you can offer to the world.

Tech space is where such activity reaches hyper importance. It’s where the cascading impact of people’s desire to buy the benefits sums into force that we like to call ‘disruptive’.

If you cannot address the market for your product and about the benefits of what you have to offer, then there is no business, only a niche-loving product that not a lot of people will have any love for.

It’s what makes a product from an early-adopter-loving niche product to a mass-adopting disruptive force in the market.

I love sales in technology because this is when people come together to make the world a better place by offering something new or better.

If you cannot focus on the benefits of your product and only focus on the technical details, it will fail or be replaced by a competitor that can explain the benefits better.