“Sell the Sizzle Not the Steak” – Is it crucial for Social Enterprises?

Quite a common jargon among Marketing / Sales folks!!! Even though it may sound like a simple one, in reality it plays a pivotal role in Marketing of any product. After all, this concept goes hand in hand with the first rule of Marketing.

“People don’t buy products, they buy solutions to problems” is the first rule of Marketing. Yes, Good Marketers don’t sell products and services; they deliver solutions to people’s problems

But, how do marketers deliver solutions to people’s problems?

“Sell the Sizzle Not the Steak” translates into “Sell the Benefits Not the Features”. Marketer can deliver solution to people problems, if they can sell the benefits. What is Product Benefits vs. Product Features?

Feature is something intrinsic about the product

While

Benefit is the problem it solves.

Almost every restaurant sells the steak. But only few succeed in attracting long queue of customers. How do they do it?

These successful restaurants do it by the sizzle – the sensation meaning ambience, waitress service or the chef’s magical taste. These successful restaurants provide the quintessential experience, the problem it solves or solutions it provides  for the folks with classy taste.

Simply put, it is very important to highlight the idea behind the product.

But, why this concept is crucial for Social Enterprises? – After all, Social Enterprises make a mark in this society through their ideology. It is this ideology that separates them from the main stream competitors.

So, if you are a Social Enterprise, Be sure to sell the idea!!!!

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