Know What You Sell

What do you sell?

It’s an interesting question.

One thing I’ve noticed about service providers and small business in general is the distance between what they sell and what they deliver.

In the world of owner let sales - there is the liberty to say whatever comes to mind.

Heck, you are the owner.

You are the creator of the dream.

Why not add to it?

Even during a sales call.

Sure, I understand that sometimes we are just working out our sales pitch.

Trying to figure out what resonates with a prospect.

But be warned…

It’s a slippery slope.

The phrase that pays might not be what you actually deliver.


Hold on a minute!

Did you just call me a used car salesman?

No, I did not.


Knowing what your business sells is super important.

Just because you say something - doesn’t mean you sell it.

Creating situations where things sound too good to be true.

Is not selling.

It’s misleading.


Know What You Sell

One good exercise try is what I call the 3 by 3.

It’s goes like this.

Write down what you sell.

Whether it is a service or a product.

Write down every feature and every functionality that your product or service provides.

Add all of your brilliant ideas.

All of those little things that you feel make you unique.

Then....

Ask yourself.

How do you manage, monitor, and maintain this feature or functionality?

Then ask yourself.

What people, process, and technology do you need to make each feature or functionality deliverable?

Once you’ve gathered this information the next step is to build matrix.

It doesn’t have to be some elaborate worksheet.

But it should be a legible document.

Now that you’ve recorded your features and functionality, what it takes to manage, monitor, and maintain them and the people, process, and systems needed.

You’ll have an idea of what you can sell.

And more importantly.

What you can deliver.

The idea behind running and exercise like this is that it will help you know what you sell.

It will give you boundaries and allow you to focus on what’s important.

Both from a sales and from a delivery perspective.

It will keep you from drifting from one direction to another.

If you allow the framework to work for you.


Selling and delivering are not two separate things

They are inseparably tied together.

Businesses that know what they sell do a better job at delivering.

Than those who sell the undefined.

Selling what you deliver makes for a great customer experience.

Know what you sell.

Sell what you know.

Then deliver it.