When reading my blogs you will notice I frequently mention the concept of “selling the product of the product” to develop connection with customers and ultimately improve sales. Where does this quote come from? What does it mean? Why is it of use to you? Let me explain.
I was first exposed to this quote by my dad, Steve, who was a Kirby salesman for twenty years. Kirby is a high-end vacuum cleaner that costs thousands of dollars and ultimately leaves many wondering why spend so much on something so insignificant? Despite the challenges of selling a quality product my dad was successful in going door to door explaining to homeowners why they not only want a Kirby, but why they need one.
This explanation involved selling the product of the product. My dad wasn’t just selling a Kirby, he was selling so much more. What value does a vacuum itself have to customers? Nothing. My dad was actually selling clean carpet, the product of the product. This is what he emphasized during the demo.
Let’s take this a bit further. Why is a clean carpet desirable? Many answers arise to this question. Perhaps the homeowner simply likes to feel clean. Maybe there is a party the homeowner can finally host now that the home has clean carpet to be displayed confidently. Perhaps they now don’t have to replace the carpet when selling the home. These are all products of the product, thanks to Kirby.
This is a critical concept to keep in mind while marketing and communicating with your customers. It’s easy to assume people understand the significance of your product but in fact this is rarely the case. You need to explain the product but more importantly be direct about what the product of the product is what why customers will benefit from it.
Need more clarification? Don’t hesitate to contact me with questions!