At first glance, this topic may seem too simplistic. Of course you know what you sell, but have you ever taken the time to map out on paper the features and benefits of what you sell? This is a good exercise that will help you to know intimately the answer to the question,"What are you selling?". By taking the time and carefully answering the questions below you will soon see how it will easily unfold and ultimately clarify the definition of what you sell.
Making a list key information bits of "what I sell" and being able to look at it in black and white is a very concrete tool with many uses. Once you have it all down on paper, it can be used for the creation of other documents such as with advertising brochures, sales training materials, composing direct mail letters, and sales presentations, among others. All of these are part of your plan for a unique sales strategy.
Start by finding a quiet place with no interruptions for about an hour or so and don't forget the coffee! You can write it with the computer or by hand in a notebook. Either way you choose, make sure that you allow enough space to go back to it later on and either change or add on to what you have written. Now begin by writing down what it is that you sell and under that, answer these questions:
- Do I sell a product, a service or both?
- What is the most complete list of all the features and benefits of what you are selling?
- Is what you sell so new or unique that it has few or no competitors?
- What is it that is the most attractive feature or benefit of what you sell that makes it stand out from all your competitors?
- Is my product or service considered seasonal?
- Is my product/service one that will generate repetitive sales or is it a one time deal?
- If similar products are sold like mine, how are do they differ -- by price, how they are made, how they are delivered, where they will be serviced at, etc?
- Does what I sell a stand alone product (such as a child's game) or does does it need the support of another product (such as an oil filter for a car that needs the support of the particular car it is made for?
- Describe things such as speed of service, sizes, flavors, trim levels, available languages, colors and scents of what you sell and how they benefit the customer.
- What are the services (if any) that you offer that are a go along benefit to what you are selling?
- If you sell a high priced item, how many convenient ways to you offer for a customer to pay? This is often an overlooked benefit.
As you go through this list more ideas will come to you about what you sell. Feel free to add them on in your description because this is by no means a complete list of questions. These questions are only intended to get you started in exploring more of what your product or service is all about from the buyers' point of view.
