Are you really selling what they’re buying …?

Ask someone what business they’re in or what service they provide, and they might say something like: I’m a Vet or I’m an IT specialist.

This may be true in the literal sense but from the customer’s point of view people don’t wake up one morning thinking it might be fun to go to the vet today.

They need a vet because they’re worried about the thick nylon skiing sock their mad mongrel has just swallowed and want someone to help alleviate its pain and suffering.

Even if said mutt is looking rather pleased with itself.

After dealing with the initial trauma, what the vet really does is bring peace of mind and reassurance to pet owners that their furry friend is in safe hands and will recover quickly.

Which is more than can be said of the owner once the bill arrives. But that’s for another day.

It might be stretching things a little to suggest that treating the pet comes second.

Reassuring the pet owner about Fido’s well-being and the treatment the vet’s going to administer is just what’s needed to ensure that a much-loved member of the family will be ok.

Whatever the initial problem, that’s what pet owners really go to the vet for.

As the late great Peter Drucker once said:

 ‘The customer rarely buys what the company thinks it is selling’

We buy on emotion and then rationalise later – long after the decision has been made.

Coming up with ideas for your emotional hook is not easy.

If it was, we’d all have done it by now.

But it is time definitely well spent.

If you’re looking for a sounding board, I’m happy to help out.

Until next week.

Alec