The big question is, ‘When people buy, are they buying the steak or the sizzle?’ The reality is, they buy both but not one without the other. It’s the sizzle which motivates people to buy a product. The sizzle is different for different products and people. The sizzle in a waterproof watch is that it’s waterproof to a depth of 120 meters. If the only time your watch will get wet is when you’re in the shower, the sizzle is ‘120 meters underwater and still waterproof’. A $40,000 Patek Philippe wrist watch has plenty of sizzle at ‘120 meters below sea level.’ Patek customers are aware of the sizzle because Patek makes great efforts to make them aware of it. For a seventy year old homeowner, the sizzle in a lawnmower is the 3 year guarantee for it to start on the first pull. It’s hard to believe there can be sizzle for a garlic press but take a look.
Most successful companies invest heavily in making their customers aware of the sizzle in their products. Put the sizzle in your business plan, too.
Where’s the sizzle in what you sell
Generally, business people are more concerned with how their product works and is constructed. It’s what they know best. Customers, however, are more interested in what the product will do for them. They want to know the benefit they’ll receive after buying the product. The sizzle, for the customer, is the benefit they’ll enjoy from the product. Successful companies make it easy for the customer to realize the sizzle in the product. Here are some things that go into a product’s sizzle:
What is different about what you sell?
What makes what you sell compelling?
Why can’t your customers do without what you sell?
What experience does your customer get from what you sell?
When customers use what you sell, what emotions does it invoke?
What problems does what you sell solve?
How does what you sell give customer a feeling of being special or exclusive?
Is there and investment potential in what you sell?
How does what you sell enable customers to express their feelings, beliefs or values?
The answer to these questions can help you sell better. As you develop the answers, ask your customers to confirm you conclusions. Their answers may surprise you and help you put a more powerful spin on the sizzle. Use the sizzle in your marketing, presentation and sales efforts.
Build more sizzle into your business plan and they’ll be happy buyin’ more steak.