Steve Jobs was a salesman who understood consumers. When it came to creating a cohesive vision that could sell billions of dollars of product a year, he was a genius. How did he do it? This quote may sum it up better than any other:
You’ve gotta start with the customer experience and work backwards to the technology, you can’t start with the technology and try to figure out where you’re going to sell it…it starts by asking: what incredible benefits can we give to the customer? Where can we take the customer?
Not starting with, let’s sit down with the engineers, and figure out what awesome technology we have, and then how are we going to market that. And I think that’s the right path to take.
He was right. This may be the useful statement about marketing and sales ever. He goes on to talk about how they applied this to laser printers. What he could sell was the beautiful printout: the why. Nobody wanted to know what was going on in the box – the what. They buy why you do it.
Simon Sinek said clearly:
People don’t buy what you do. They buy why you do it…The goal is not to do business with everybody who needs what you have, the goal is to do business with people who believe what you believe.
Sinek ties this into the biology of brain, and how the limbic system – which is the part of brain responsible for emotional life – drives behavior. If it doesn’t “feel” right, people won’t buy.
Much of this goes back to the sales adage of how people don’t buy features, they buy benefits. The benefits are the customer experience. The benefits are the why.
Watch the two videos below when you think about your marketing. These are two heavy-hitters when it comes to marketing strategy. The orientation you’ll get is vital to long-term marketing success.
If you can develop a group of “believers” for your brand, you’ve joined the marketing elite.