How to sell anything to anyone

This a complete breakdown with examples of how to sell anything to anyone. Use it, save it, share it, because it will be something you can apply day to day.

“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”

This is probably one of the most famous quotes about how to market and sell a product or service from Professor Theodore Levitt, Harvard Business School.

Why it works

Every product provides a service or a solution to a problem a customer is facing. Theodore Levitt described it by using the example of a drill that produces an outcome such as hole. The reality of owning a drill could be considered a luxury of sorts as it will only be used on average about 15 minutes during its entire lifetime. So to sell the drill they brand focuses on the benefit.

Selling benefits

Selling and marketing benefits is to this day the most persuasive form of sales and marketing. The reason why it is so effective is due to human emotions. As humans we seek out products and services that provide status or prestige (make the customer look/feel good), provides security, or has anticipated emotional benefits (reduces stress, will be fun or make us happy). People buy on emotion, either…