Sell To Buyers. Period.

There is a simple concept that is overlooked by too many sales people, business owners, advertising gurus and marketing wizards that I just have to share it:

Sell To Buyers. Period.

I’m going to break this down in simple terms.

For decades the generic name something that a company manufactured has been a widget.  But in recent years the term widget actually is a thing, so I’m going to use the term gizmo, which Wikipedia defines as a gadget, especially one whose real name is unknown or forgotten.

When a company makes those famous gadgets because they love making gadgets, they need to sell those gadgets or they won’t be around very long.

The only people who the company can sell their gadgets to are people who want to buy their gadgets, right?

Sell To Buyers.

Here’s a couple of examples:

My son Josh and his wife have no children.  My daughter Abby and her husband have 3 boys including their youngest who is under the age of one.

Who is going to need to buy diapers this month?

My son and his wife with no kids or my daughter with a toddler who isn’t potty trained?

I don’t care how perfect those diapers are that you make and want to sell, Josh and his wife are not Buyers.  Abby and her husband are diaper buyers.

Example 2:

My co-worker John is a vegetarian. John is not going to buy bacon this week.

Another example:

Mike is a renter.  Mike is not going to buy a new furnace this year.

Now let’s flip this around with a few  more examples and remember:

Sell To Buyers. Period.

I bought new tires this year before my wife and I drove 2000 miles for a vacation.

I am not going to be buying any more tires this year.

I own my own home and bought home owners insurance.  I will not be buying renters insurance.

My main computer is 6 years old.  While it is doing fine right now, odds are I will be wanting to (or needing to) replace in the next 18 months.

Too often the simple concept of…

Sell To Buyers…

… is ignored by people who think they can sell to anyone.

They ignore the most important part of the buying equation.  You have to sell to the person that wants to buy your gizmo.

And just because someone fits a certain demographic, doesn’t mean they automatically are buyers.

“No kid” couples don’t buy diapers, but there’s plenty of other couples who buy tons of diapers.

Vegetarians aren’t going to buy meat, no matter what the price, but there’s a lot of bacon being bought by others.

There are simply people out there that will never be your customers, because they are not interested in buying what you want to sell.

And that’s okay.

There’s another group of people who aren’t going to buy what you want to sell because they already bought.  You have to wait until the next time.

There is also some of us who could be buyers, but not yet.  We’re still in the market and perhaps we will become buyers next week, but at this very moment, not yet.

Then there are those that are ready to buy right now.  Today. They are done looking around and shopping.  Or a new need cropped up that wasn’t there yesterday.  Either way, these people are defiantly buyers.  And like I said at the beginning:

Sell To Buyers. Period.

But this is different than marketing and advertising.

You need to place a priority on today’s Buyers.

But you also need to start now building your name and reputation with potential buyers down the road.

Remember the difference:

Sell to Buyers.

Advertise to both Buyers and Potential Buyers.

And don’t worry about the rest.