Sell The Sizzle, Not The Steak – It’s Meaning
A common phrase you may have heard in sales and business, is sell the sizzle, not the steak.
So, what does sell the sizzle, not the steak mean?
In this article, we’ll break down what sell the sizzle, not the steak means, and what you can do to increase your overall sales and win more customers and clients.
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Sell The Sizzle, Not The Steak – It’s Meaning
Sell the sizzle, not the steak means to sell the outcome and experience of what it is that you’re selling.
Many Sales Professionals and Business Owners focus on selling their product or service – they focus on features and benefits, and the intricacies of what they’re selling.
This mindset is not only flawed; but in fact, can cost you sales.
The sell the sizzle, not the steak mindset is to remind you to sell outcomes and experience’, and not the ‘thing’ that you’re selling itself.
Selling Features And Benefits
As mentioned, the premise behind the mindset of sell the sizzle, not the steak, is that we should sell the outcome of what it is that you’re selling.
A lot of Sales Professionals and Business Owners make the mistake of focusing on their features and benefits.
The problem with this approach, is that when you talk about your products and features and benefits, you’re focusing your attention on you and your product.
The problem with this approach, is that your focus should instead be on them and their pain points.
When you make the conversation about you and your product; a potential customer or client will feel they’re being sold to. They will build up buyers’ resistance and feel like they’re not being genuinely heard.
They’ll then feel your only intention is to make money, rather than help and serve their needs.
We recommend making the conversation about them – their pain points, their goals, and what it will mean when they own the product.
Related article: Selling Features & Benefits – Why It’s Costing You Sales
Sell The Sizzle, Not The Steak – Sell The Meaning
Sell the sizzle, not the steak means to sell the outcome of what it is that you’re selling.
It means to sell the meaning.
Contrary to popular belief; people don’t buy products or services.
They don’t buy features and benefits either.
Instead, people buy what it will mean when they own a product or service.
What emotional value will something bring once they own that product or service?
For example; if you’re a Real Estate Agent – it’s important to know that people don’t buy homes or investment properties.
Instead – they buy the meaning behind owning the property.
What will it mean if they own that particular house you have listed?
Will it mean they will have less of a commute to and from work?
And if they have less of a commute – what will that mean?
Will it perhaps mean more time with their family?
Perhaps it will mean less time in traffic, which means more time to go to the gym, workout, and look after their health?
When you’re focusing instead on a mindset of sell the sizzle, not the steak – you’re focusing your attention to sell the meaning of owning your product or service, rather than the product or service itself.
To sell the sizzle, not the steak, means to sell the outcome and meaning of what it is that you’re selling, rather than the actual item.
Further reading: What Are You Selling? It May Surprise You
Final Thoughts On The Sell The Sizzle, Not The Steak Meaning
If someone were to go past a restaurant, and they smelled the incredible smell of steak cooking; the spices, the juices and the flavour – they’d feel compelled to buy.
They’re hunger and emotional happiness would kick in, and they’d want to try it.
The same is true for what you’re selling.
As mentioned, don’t focus your attention on you, your product or service; but instead – on what it will mean when they own it.
What will they experience once they’ve made an investment into what it is that you’re selling?
Focus on this, and you’ll close a lot more sales.
Sell the sizzle, not the steak.
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