Increasing sales is the life blood of any organization. Sometimes sales are up. Sometimes sales are down. Our goal, of course, is to find out what makes the numbers go up.

And I'd venture to say it can take a very simple change in our marketing that can make a big change in the results.

Have you ever done something one way when deep down you sense there's a better way? Well, so often that's exactly what we do when advertising our "spectacular" product. For some reason we tend to go at sales in exactly the opposite way than what we should.

We tend to concentrate on the product. Now, there's no doubt about it, our product is good. In fact, we know it is the very best! As far as we're concerned everyone should have it. And so we go about doing our best to show why our product is better and cheaper than the competition's product.

Top Secret Question
But there is one top secret question. And this one little secret can increase sales by leaps and bounds.

In fact, it's so simple, I have to confess it's really not a secret at all. It's something that makes a whole lot of sense. The question we should be asking is six simple words: What does my prospect really want?

Rather than concentrating on your product, concentrate on your customer. Rather than thinking about why your product is so great, reverse you thinking and think about what it is your customer needs.

Sell the Sizzle
You've heard the phrase, "Sell the Sizzle." That's exactly it. Your customer doesn't just want a slab of bacon. Your customer wants to satisfy his hunger. And, if it smells good enough, he'll eat more than just enough to satisfy his hunger!

Freshly Baked Cookies
In the real estate business, brokers often suggest that the seller bake a batch of cookies just before an Open House. Why? Because the buyer wants a home not just a house. The aroma of cookies just out of the oven as you walk in the front door is irresistible. In fact, this one little idea of watching out for what your prospect really wants, could make the difference in their buying your home rather than the one down the street. You've simply added the dimension of family, of comfort, of belonging.

Cosmetics Appeal
In the cosmetics business, women don't just want more make-up. No, they want to look better. They want to feel attractive. Hide a few of the imperfections. Get a compliment. In fact, Charles Revson, creator and manager of Revlon for over 50 years, said it best, "In the factory we make lipstick, in our advertising we sell hope." Let's learn from the experts!

Pain Relief
In the pain management advertisements, you don't see an elderly person being shown a bottle of arthritis pills. No, you see them lifting their little grandchild up in the air. What they really want is more than relief from the pain. They want to enjoy life with their family.

Selling the Farm
And one of my favorite illustrations you've most likely heard, but it bears repeating. Back in the 1800's, Daniel Webster an American statesman, was asked by a friend to auction off his farm.

"Neighbors," he said, "we're not auctioning Tom Brown's 34 good milk cows . . . or 80 acres of fine land . . . or a sturdy home that's seen 20 winters."

"No," continued Daniel, "I'm offering you the chance of biting into a red apple with the juicy sap running over your lips . . . the smell of new mown hay . . . clear mountain steam water on your table . . . the crunch of snow under your feet . . . and the best neighbors in the world."

After he was finished, bids from the townsfolk came pouring in - because Mr. Webster knew what his prospects really wanted!

And so, as I suggested earlier, let's learn from the experts. Stop concentrating on the product. Start concentrating on the customer. The question should always be, "What does my customer really want?"

It's a simple change, but if you will combine the benefits of what you're selling with what your prospect really wants, you'll find your products taking wings!