Sell Solutions

Sell solutions, create valued services, make money.

In How to Become a Marketing Superstar, Jeffrey Fox stresses the importance of providing benefits and solutions to customers. This is basic, but it’s key to making money your way. “Customers don’t buy products, they buy benefits they get from products. Customers don’t wake up in the morning and say, ‘I’ve got $10,000. Let’s buy some bearings or drills or gaskets, or glue or water pumps!’ Rather the customer has a problem (also known as a need) and wants to solve the problem.”

“Customers buy to feel good, or to solve a problem. Customers value the solution to a problem in two ways; as the avoidance of a loss, or as the potential for gain. The loss avoided, or the gain, can always be expressed as a dollar value. So make people feel good, and give them a real and perceived dollarized value greater than your price, and you will sell all you make.”

Lastly – differentiate, differentiate, differentiate: provide a better product, better delivery, better functionality, a better solution, better access, a richer experience, lower risk, more excitement, more romance, more hope, an emotional boost. Provide a difference, and make money your way.

Many of the basic principles of successful marketing are pithily summarized in How to Become a Marketing Superstar. If you haven't achieved stardom yet, it's worth getting.


Sell solutions, create values services, make money, and innovate some more . . .