Sell the result, not the tool
Find a Consultant Become a Consultant

Sell the result, not the tool

Sell the result, not the tool

By John Jantsch

decorating kitWe often get caught up in the whiz bang nature of the tools, products and services we offer, without stopping to think about what people really do with them.

Sometimes one of the smartest things you can do is take a tool and package it in new ways, with new names and uses – look no further than what they actually do, do with it and rename it that.

An alert Duct Tape Marketing reader Julie Magro pointed out this fine example from Amazon just as I was writing this post. Instead of a laser level and stud finder, this enterprising marketer is selling a “laser decorating kit.” Now I know people have used these tools as such since they were invented, but naming it made it unique and I suspect opened some sales doors.

What would stop you from packaging services and even processes in the same way?

Got any good examples to share?

Free eBook 
7 Steps to Scale Your Consulting Practice Without Adding Overhead

The Duct Tape Marketing Consultant Network has helped me to grow my business by over 40% in the last 12 months. ~ Michael Quinn - Michael Quinn Agency, Fargo, ND

6 Simple Ways to Get Your Customers Talking
Word of mouth marketing is considered by many to be the most desired form of marketing. The trust, referrals, and overall brand-building buzz that’s garnered by customers spreading the good word to prospects are worth its weight in gold. Some products, services, and experiences naturally produce chatter, but there are certain things that any company […]
Why Marketing Needs to Be A Part of Everyone’s Job (and Job Description.)
Far too often businesses of all sizes leave the official job of marketing to, well, the marketing department, which is frequently known as the owner of the business or top salesperson turned into the marketing person.  But, here’s a little newsflash – marketing is everybody’s job. Anyone associated with your business that comes into contact […]

Subscribe to the Duct Tape Marketing Podcast

If you know your small business needs marketing, but don’t have the time or resources, look no further. The Duct Tape Marketing podcast covers everything from earning referrals to managing time and being more productive.