Before You Sell It, Understand It.

 Welcome to the first chapter of HOW TO SELL

Before you start looking for customers, sending messages, posting on social media or telling people to patronise your business, there is one question you must be able to answer confidently:

What exactly am I selling?

You may think the answer is obvious.

If you sell cakes, you sell cakes.

If you sell clothes, you sell clothes.

If you provide graphic design, you sell graphic design.

But effective selling goes beyond simply knowing the name of your product or service.

You need to understand the value behind what you sell.

1. KNOW YOUR PRODUCT OR SERVICE.

A good salesperson understands their offer.

You should be able to confidently explain:

• What you sell

• Who you sell it to

• The price

• The different options available

• The features

• The benefits

• The problem it solves

• How it is delivered

• How long it takes

• Why customers should choose you

Imagine a customer asks:

“What do you sell?”

If your answer is:

“I sell clothes.”

You haven't really told the customer much.

A stronger answer would be:

“I sell ready-to-wear women's outfits for working-class women who want stylish and comfortable clothing without spending too much time shopping.”

Now the customer understands:

What you sell + Who it is for + The benefit.

2. PEOPLE DON'T JUST BUY PRODUCTS

This is one of the most important things you will learn in sales.

People buy solutions.

Think about it.

Someone buying a birthday cake may not simply want “cake.”

They may want:

A beautiful birthday celebration.

Someone buying a business card may not simply want “a piece of printed paper.”

They may want:

A professional way to introduce their business and make it easier for people to contact them.

Someone buying a perfume may not simply want “a bottle of fragrance.”

They may want:

To smell good, feel confident and make a good impression.

Someone paying for a cleaning service may not simply want “cleaning.”

They may want:

A clean and comfortable environment without having to do the work themselves.

So ask yourself:

What is my customer really buying from me?

3. FEATURES VS BENEFITS

To sell effectively, you must understand the difference between a feature and a benefit.

A FEATURE

A feature describes something the product or service has.

A BENEFIT

A benefit explains how that feature helps the customer.

For example:

Feature:
“This bag is made from durable material.”

Benefit:
“Your customers can reuse the bag several times, giving your brand more visibility.”

Another example:

Feature:
“We print in full colour.”

Benefit:
“Your brand and promotional message can appear more attractive and noticeable.”

Customers may appreciate features, but benefits help them understand why the product matters to them.

4. ASK YOURSELF: “WHY SHOULD THEY BUY?”

Before approaching customers, answer this question:

Why should someone buy from me instead of ignoring the offer?

Your answer could be:

• Quality

• Convenience

• Affordability

• Speed

• Professional service

• Customization

• Reliability

• Expertise

• Durability

• Unique design

• Better experience

You don't need to be the cheapest.

You need to communicate why your offer is valuable.

5. YOUR UNIQUE VALUE

There may be many businesses selling something similar to yours.

So what makes your business worth considering?

For example:

“We deliver within 24 hours.”

“We specialise in customised gifts for corporate clients.”

“We make affordable meals for busy professionals.”

“We provide made-to-measure outfits.”

Your value proposition doesn't have to be complicated.

It simply needs to answer:

“Why you?”

6. YOUR 30-SECOND SALES STATEMENT

Now let's create a simple statement that you can use when introducing your business.

Use this formula:

I help [WHO] solve/achieve [WHAT] through [WHAT YOU SELL].

Example 1.

I help small businesses present their products professionally through customised packaging.

Example 2.

I help busy professionals enjoy healthy meals without spending hours cooking through our meal delivery service.

Example 3.

I help women look stylish and confident through affordable ready-to-wear fashion.

Notice that these statements are not simply:

“I sell packaging.”

“I sell food.”

“I sell clothes.”

They explain the value behind the offer.

7. PRACTICAL EXERCISE

Take five minutes and complete the following.

MY BUSINESS:

What do I sell?

Who do I sell to?

What problem does my product/service solve?

What are three benefits of my product/service?

What makes my offer different or valuable?

MY 30-SECOND SALES STATEMENT

Complete this:

I help __________________________ solve/achieve __________________________ through __________________________.

Now read your statement aloud.

Can you explain your business confidently in 30 seconds?

If not, improve it.

KEY LESSON:

Remember these five things:

1. KNOW WHAT YOU SELL

You should understand your product or service completely.

2. KNOW WHO NEEDS IT

Not everyone is your customer.

3. KNOW THE PROBLEM YOU SOLVE

Your product should have a reason for existing in the customer's life.

4. SELL BENEFITS, NOT JUST FEATURES

Show customers how your offer helps them.

5. KNOW YOUR VALUE

Be able to answer:

“Why should I buy from you?”

Now, take the Chapter 1 Assessment.

Your goal isn't simply to pass the assessment.

Your goal is to be able to confidently explain:

What I sell, who I sell to, the problem I solve, and why people should choose me.

Once you can do that, you're ready for the NEXT CHAPTER.

CHAPTER 1: ASSESSMENT

NEXT: KNOWING YOUR IDEAL CUSTOMER →