What Are You REALLY Selling?

 My friend, Kim left her full time job a few years ago and opened a boutique. She began shopping for merchandise and found the perfect location for her store. While the placement of the space could have been better, the town was the right demographic for her business plan, the size of the store and layout was just right and it was close enough to her home to make the commute easier than the drive she faced daily if she had located in my town.

Before Kim did all this, she created her Master Mind group to advise her every step of the way as she set up her business. I was fortunate enough to serve in her Master Mind group and I continued to advise her after her store opened. My retail management and buyer experience along with my marketing ability gave me the perfect gift set to serve Kim well. I remember one of the conversations we had concerning marketing, networking and advertising. But to understand my advice, you need to know Kim.

Kim defines the word “outgoing.” I don’t think she has ever met a stranger. When Kim walks into a room, everyone smiles. She brings joy with her and it is as real as it gets. She likes people, really likes them and they like her in return. Kim makes you feel better when she is around. She is caring and looks out for the people around her. I knew she had the perfect personality to run her own store and the energy to keep going when things got busy.

As we discussed advertising and networking, I gave Kim one of the most valuable pieces of business advice I ever heard. This isn’t vanity. Although it took me a few years, I have begun following my own advice. I told Kim that SHE was her best marketing tool. She needed to get out there and meet as many people in the community as possible, as many women as she could and tell them where to find her on a daily basis. I explained to Kim that the women she met would come to her store, not to buy merchandise but to visit her. She needed to visit with them, talk to them and show them merchandise, which, I knew, they would buy because they would like Kim so much. These same customers would return, not necessarily to buy but to visit with Kim.

For a long time, I focused on selling products. Then one day, I realized I was our company’s brand. I was the product we needed to sell first and once I was able to get women to buy me, they would be more inclined to buy the products I was offering. In fact, I have taken this idea a step farther. I know I am more personable and persuasive in person, or in action than I am on paper. So, I am creating a series of videos to promote items and ideas.

So, I go back to my original question, What are you REALLY selling? If you think it is the products or services you offer, well, you are only half right. First and foremost, you are selling yourself. Put time and energy into giving your primary product (you) the positioning and presentation it deserves in order to enjoy the rewards you desire.