How To Break Your Sales Record Without Changing A Thing About What You Sell (Product Framing)

Most businesses talk about their service in the completely wrong way, and it repels customers like sunlight repels vampires.

So here’s how you should write about your service to have a line of customers excited to buy from you.

Stop Sounding Like A Salesperson

Imagine if a salesperson knocked on your door and interrupted your morning. 

Pretty annoying already, but then this happens:

He tells you his name and company, and then talks for 2 minutes straight about his company and the product he’s trying to shove down your throat!

Immediately, you’d be wanting to slam the door and put a “No soliciting” sign on your door.

But it’s not because he’s a salesperson. It’s because he approached you in the wrong way.

Let’s rewrite the scenario. The salesperson knocks.

He introduces himself, but this time says:

 “I noticed you didn’t have a home security alarm here. Have you thought about getting one in the past?”

No matter your answer, the next question he asks is:

“Is it just you here, or do you have children?”

Again, no matter your answer, he tells you: 

“Well, I’m asking because there have been 2 burglaries on this street recently. Have you heard about that?”

Again (again), no matter if you say yes or no, the final thing he would say would be:

“These robbers are typically targeting homes without security alarms because they’re easier to break into. And with the increase in local burglaries, I wouldn’t want you guys to have anything stolen… or anyone hurt.”

Now you have to respond. Hearing him out is the difference between life and death!

The thing is… these 2 approaches were the exact same salesperson. The difference is how he framed what he sold.

In the first approach, he was trying to recite facts about his company and his product like a toddler trying to recite lines at a school play.

In the second approach, he didn’t sell you a product. He sold you on being safe.

And that’s exactly what 99% of local businesses fail to do.

Product Framing

People don’t want to buy food. They want good taste.

People don’t want to buy landscaping services. They want a nicer garden than their neighbours which makes themselves feel proud.

In general, people don’t want to buy products. They want the outcome from that product. So, we have to do something called product framing.

There are 2 ways you can do this, with the 2nd way being a bit more advanced:

Method 1 - Do A 180 Switch.

Instead of talking about your service and how good your business is, focus on the benefit the customer gets from working with you.

Is it safety? Is it more pride in themselves? Is it that they’ll get more attention from others after buying? No matter what, sell them on that.

Method 2 - Include The Outcome Alongside Your Product.

Let’s say we’re selling to people who want to lose weight.

For them, food that’s ’90% lean’ sounds better than ’10% fat’.

They mean the exact same thing, the only difference is that the first one reminds them of the outcome they want.

So you can either switch your entire marketing to be focused on the outcome customers get, OR you can frequently remind them of the outcome they’ll get whenever you talk about your service.

(Businesses who get the most clients do both.)

No matter what, this works because it reminds customers why they need to buy from you.

Implement these steps and you’ll see an increase in sales pretty quickly.

If you need help making a plan for how you can adapt this specifically to your business, click here for a free marketing analysis and we’ll do it together professionally.