Sell by educating

Most people will state they don't like to be sold to. So how do business owners and sales people sell their product or service - especially when they don't know they need you? JoAnne Barton asked that question on Twitter (@JoAnneBarton) and my answer was that we educate people about the need for a business and/or home inventory. That led to a nice, hour-long chat a few days later.

A home inventory service is a new concept - why would people buy something they don't know they need?!? So we started educating, instead of trying to sell. JoAnne was interested in hearing what we do because she faces the same issue with her virtual assistant business. There are a lot of people who still don't see the value in hiring a VA.

I covered what we do, hopefully helping her find new ways to provide the education-based selling. We explain why people need an inventory even though they have insurance (you still need to remember what you owned and sometimes prove it, plus compile a written list of each item). We discuss how much stress and emotion would be alleviated for an executor if you have an inventory before you die. Information is offered to show how the financial loss after a theft, fire or natural disaster could adversely affect your retirement plans. Stories about losses during a move or placing items in storage inform people of the importance of having an inventory of their belongings. Business owners need to know the value of the assets when buying or selling a business.

Our education happens through speaking opportunities with civic organizations, clubs and chambers of commerce. But, we don't do all the educating. Trusted professionals in the insurance, financial and legal industries provide the education in our newsletters and blog posts.

It's much easier when people buy, rather than trying to sell to them. But first, they need to know why they need you. Education is the key to growing an inventory services business, and quite possibly your product or service as well.