The £2.75 lesson worth millions
Here's the story of a £2.75 lesson that could be worth millions:
On a certain morning it was raining quite bit. This is not unusual in the United Kingdom as you may know, but it’s never a thing I look forward to when I’m in a rush to run an errand. I visited a small typical old fashioned English shop where they still sell loads of herbs in large jars, different cheeses, bread in brown paper bags as well as loads of nuts that you can weigh on an old scale. You get the picture.
Once I paid for my products and the lady saw I had bought myself some 'Dutch Stroopwafels', she said:
"Oh, that's so nice with this weather", whilst looking outside. I replied: "Yes! With a cup of tea...” “Or on it!", she quickly replied.
She was referring to warming up my stroopwafel on top of a cup of tea, waiting until the caramel has melted a little bit, so that the sweetness melts nicely on your tongue as soon as you taste it, giving that little extra comfort on a rainy day.
And then it suddenly dawned on me. What this lady said could be worth millions!!
For her, it was not about what I bought, it was about why I bought it. It was the experience of it all. Sitting there with a nice cup of tea and your stroopwafels, whilst looking out of the window seeing and hearing the rain fall outside. Instantly, I understood what she meant and I ‘felt’ the same. Your ‘why’ is about how you ‘feel’! This is PURE GOLD!
The reasons why someone buys something are a million times more valuable than what they buy. And because I bought it in this very tiny shop on an English lane on a rainy day, knowing that I have a lovely cup of tea to look forward to with a Dutch Stroopwafel on top of it, whilst seeing it rain that I can hear on the roof, is the reason why I bought the product!
The shift from selling what we do, to why we do it makes it attractive for our customers to keep coming back.
This is the reason why clients want to work with you: it is the experience of working with you that makes the difference.
How I do this in my voiceover business?
I like to always look for something where I can add extra value. Either by helping them solve a problem or thinking ahead, which enhances the collaboration. I could edit the audio file in such a way, that it sounds stunning, ready to be used in their next project.
There are many way to go about this. The main thing is to remember that the experience of the client counts for them. It might well be the reason why they come back next time!
So, here you go, just some musings about selling your ‘why’ instead of your ‘what’.
I think it’s time to put the kettle on!