How to Never Struggle with Sales Even During Economic Downturns

My milk-whipping business

I once ran a milk-whipping machine-selling business, confident that I was doing everything correctly. I created what I thought were good advertisements and reached out to cafés to see if they’d be interested in purchasing my oomba-roomba machines. To my surprise, I made no sales. Didn’t close a single client. As a result, my loan increased by 20%, and I needed to find a way to sell those machines fast.

Desperation

In desperation, I turned to the web for answers. I stumbled upon a bald man with a fat cigar in his mouth and was intrigued by his message. I decided to join one of his sales and business courses. It turned out to be quite solid.

On the first day, I identified the issue that was preventing me from selling my milk-whipping machines. I realized—I wasn’t selling the need; I was trying to sell the product itself. Then it clicked—something shifted in my brain.

You’re not looking to buy an iPhone? Are you?

When you enter an iPhone store, you’re not looking to buy the iPhone itself, are you? Think about it. You’re looking to buy the ability to make calls, communicate through text, and access the web. All the storage space, size, shape, color, camera resolution, and all that other BS are just add-ons, pure bonuses. Maybe you’d be able to sell somebody on the product's specifications if they have knowledge in that area. Otherwise, the average customer won’t give a damn.

Your average customer DOESN’T CARE.

This approach misses a critical point: nobody really cares about these details. NOBODY CARES. What truly matters to customers is the outcome the product delivers.

The product itself holds no intrinsic value; it’s the outcome that the product delivers that matters.

Help the customer out, sell him on what he actually wants. Provide the solution.

For that reason, the ultimate strategy is to sell the customers on what they REALLY want. SELL THE NEED. Focus on the outcome, the result.