Everyone should watch Simon Sinek’s “Ted Talk”. In his 15 minute presentation, he hits a home run when he describes why some businesses seem to have more followers than others. He says, “People don’t buy WHAT you do. People buy WHY you do it.” It is much more interesting to listening to a person who has a passion for what they do and believe in what they are selling, than to listen to someone who memorized a script and just wants to tell you some information.
Imagine I suddenly started needing to sell vacuum cleaners. I can tell you, I would sell Dyson. I think they are great, for so many reasons. I have a passion for that vacuum company. I love the innovation, design, reduced sound levels, and their ability to pick up dirt from my floors. (I hope this one sentence makes you want to run out and buy one now!) Anyway, you may now buy one of their products not because you want to help me feed my family, but because my reasoning behind me telling you about the vacuum product line is genuine
“The goal is to sell to people who believe what you believe.” This is so true. There are billions of people in this world, but do you want to spend your time, money, and effort trying to market to all of them? Not me. I need to find those who believe they have a hearing loss, that they should do something about it, and they are worth finding a well-trained, qualified audiologist to help them. Who are the people that believe what you believe?