People aren’t buying the drill bit, they’re buying the hole in the wall.
In a previous post, I shared this concept, which I heard in the context of advice to business owners. I shared how it relates to marketing and sales from the seller side.
Even if you’re not in sales or marketing, this concept is relevant to you, because …
Everyone buys stuff.
Sales and marketing coaches train their clients to consider what their customers — that includes you — really want.
Here’s the challenge from the other side: most consumers don’t take time to consider what it is they really want.
Or why they want it.
You invest your time, attention, focus, energy and money into things all the time.
How do you make decisions about where to invest?
How do you avoid getting taken in by bad marketing — or even good marketing?
Why You Need to Know What You Want
If you don’t know what you really want, then you allow yourself to be swayed by marketing messages that target your surface pain. You will become low-hanging fruit for even a weak marketer, the one who is selling you the drill bits.
Nothing wrong with buying a drill bit, if that’s what you want.
Some people buy a drill bit because they enjoy the process of drilling the hole themselves and mounting their picture on the wall.
But perhaps you’re not really the DIY type. Maybe you just want the end result: the picture hanging on the wall and the confidence of knowing that once it’s on the wall, it will stay in place.
Focus on the Right Decision
Here’s what I see in my practice often:
You’re focused on the drill bits.
You’ve researched endlessly about drill bits, organized your research in notebooks and spreadsheets to keep track and comparing the features of drill bits. Perhaps you’ve even researched the best way to organize your research and keep track of the information.
All of this research leaves you drowning in rivers of information about drill bits.
You’re in drill bit overwhelm.
And it’s completely unnecessary.
What you actually want is an object mounted on your wall and the confidence to know it will stay on the wall.
You don’t need a drill bit.
You need a handyman.
Where are you investing your energy into researching drill bits where you actually need a handyman?
I help my clients avoid the pain of investing large amounts of of time, energy, focus, and money in the wrong place.
Curious to learn more? Apply for a complimentary Get CLEAR call to discuss how I can help you get clear on what you want and avoid the pain and expense of big mistakes.