Trouble with Sales? Here’s the One-Stop Solution

Sales is the Atlas holding the world of your business on its shoulders. Without it, your business will just be reduced to an empty shell.

And yet, it’s where most business owners mess up. It’s frustrating—because fixing it is often as simple as reframing how you speak to your audience.

It’s like stumbling through a dense forest and suddenly finding a clear path.

Let me ask you something:

What Are You Really Selling?

What’s the first thing that comes to mind? Your product, right?

Wrong.

No matter your industry—whether you’re an architect, chiropractor, politician, or even an orangutan—there’s only one thing you’re selling:

The need.

Why You Should Sell The Need And Not The Product

Ever heard the phrase “Sell me this pen”?

How would you answer that? Most people fumble and start describing the pen:“oH, uH, yEaH, iT’s bLuE, iT hAs iNk, aNd cOmEs iN dIfFeReNt cOlOrS…”

Stop.

If you’re doing this, you’ve already lost.

Instead, focus on the need. What’s your audience trying to achieve?

Example:

“You need this pen to jot down those brilliant ideas before they vanish forever. For signing contracts, making lists, or marking important dates. Who knows? Maybe you’ll even write a novel with it—your Don Quixote moment.”

And if they say, “Oh, but I already have a pen,” hit them with this:

“Great! But when that pen runs out of ink, you’ll need a new one. Why not get ahead of the game and grab this one now?”

See the difference?

Sell the Hole, Not the Drill

Imagine you’re running a hardware store. Someone comes in asking for a drill. What are they really asking for?

Spoiler: It’s not the drill.

They want a hole in the wall.

Nobody buys a drill for the sake of owning a drill. They need a solution to hang a picture, install a shelf, or fix something.

Your job is to sell the hole—not the tool.

Why Business Owners Struggle with This

Most business owners are soooo in love with their product that they forget what their audience actually cares about.

Let me be honest—YOUR AUDIENCE DOESN'T CARE ABOUT YOUR PRODUCT! They care about what your product can solve for them.

So now you are facing 2 different paths.

1. Stay stuck talking about the product and watch your business fade into irrelevance.

2. Detach yourself from the product, focus on selling the dream, and take your business to the next level.

What’s it going to be?

Talk soon,

Enrique

P.S. Need help shifting your focus and selling the need? Let’s talk on a call.