In the realm of organizational growth and stakeholder engagement, the adage “It’s not what you are selling, but what people are buying” underscores a pivotal truth: success hinges not merely on the services offered but on aligning them with your audience’s genuine needs and desires.
Understanding the Core Desire
Clients often seek more than just a service; they desire the outcomes and transformations that the service facilitates. For instance, a company offering weight-loss products isn’t just selling supplements; it’s providing confidence, improved health, and a better quality of life. Neil Patel emphasizes this by stating, “People are interested in the payoff that comes from using a product or service.”
Case Study: Harley-Davidson
A classic example is Harley-Davidson. While they manufacture motorcycles, what they truly sell is a lifestyle and identity. A Harley-Davidson executive once noted, “What we sell is the ability for a 43-year-old accountant to dress in black leather, ride through small towns, and have people be afraid of him.” This illustrates that customers purchase an experience and a sense of freedom, not just a vehicle.
Application in Consulting Services
For consultants (like myself), it’s essential to identify what the organization’s stakeholders genuinely value when aiding organizations in expansion. We work with organizations to gain clarity and understand what those they serve seek. Are stakeholders seeking to support a social cause, enhance community impact, or be recognized as significant contributors? Are organizations seeking a stronger brand identity, more substantial community impact, or more sales (or donations)? By understanding and addressing underlying motivations, consultants can tailor their strategies to resonate more deeply with stakeholders, facilitating more effective engagement and support.
By understanding and addressing underlying motivations, consultants can tailor their strategies to resonate more deeply with stakeholders, facilitating more effective engagement and support.
Aligning Offerings with Stakeholder Motivations
To effectively align services with stakeholder desires:
1. Conduct Research: Engage with stakeholders to uncover their primary goals and challenges. This can be accomplished through surveys, focus groups, or feasibility studies.
2. Communicate Value Clearly: Articulate how your services will lead to the desired outcomes stakeholders are seeking.
3. Build Trust and Rapport: Establishing trust is crucial. As noted by Integrity Solutions, “Developing trust and rapport precedes any selling activity.” By focusing on what stakeholders are buying—growth, impact, or prestige—consultants like myself can help organizations position services or “asks” more effectively, leading to successful results.
We will work with you to identify stakeholder needs to help your organization reach the next level of success. Let’s get started! Contact Angie Thompson Consulting.