Y’know, I’m a HUGE fan of bows.
Such elegant weapons… silent, high impact, and forcing the user to master the weapon before he can get any good at it. A true gentleman’s weapon. I’m shedding a manly tear just writing this.
SO, imagine my utter shock when I saw some guy selling traditional African made crossbows on the streets for $10 each?
Yes… I agree with you completely.
Dude’s ripping himself off
You see, the mistake he is doing, is he thinks he just selling a “simple wooden bow” and ten arrows on the streets.
Instead, he isn’t looking “beneath the beneath” to uncover what he’s trulyselling.
What’s this “beneath the beneath” stuff I’m mumbling about? Let me explain
Try and guess what he’s really selling.
Go ahead…I’ll wait.
Here’s the answer. This dude isn’t selling bows and arrows.
HE IS SELLING A PIECE OF AFRICAN CULTURE!
A speck of my African tribe ‘s proud warrior heritage! ( I’m a pure born Shona )
Look, I swear if this guy repositioned his bows as “cultural artifacts”, and targeted collectors and tourists, he could sell them off at three times what he’s selling them for right now!
This is a common mistake many salespeople and businesses make.
They fail to see what their TRULY selling, and instead look at the product at face value.
But, if you can look deep at what your product means to the person buying it, you can instead sell them on the concept ( or solution ), not the actual product.
Trust me, the concept you’re selling is almost always worth WAAAY moar than the product you’re selling.
It takes knowing who your market is, and what makes them tick for you to find an emotional hotspot you can tickle with your product’s hidden value.
And, if you want me to analyse your market and get to know it on an stalker level, then mosey on over to:
And we can get to work finding out what’s beneath your product’s beneath.
PS – Y’know, while I’m still going Super Saiyan on this topic…
There IS something else this guy can do to squeeze even moar value out of his bows..
First, off, he has to find where there are rabbit buyers and collectors of traditional African stuff…
GIVE THEM AN OFFER THEY’D BE BATSHIT CRAZY TO TURN DOWN.
How? You ask?
How can he “ pimp out “ an old wooden African bow to make it as sexy as a Veronica’s closet model posing in a collector’s issue of Maxim?
Well, he could do the following to pimp out his presentation:
- Put each bow and it’s arrows in a sealed glass case to preserve them.
- Craft a DVD detailing the history of the bow’s design, and an interview with the elder who taught him how to make the bows.
- Make a certificate of authenticity proving the bow was made using traditional African methods, signed by him.
- Provide a leaflet with info on each bird the feathers on the arrows came from. And why each bird was chosen.
I’m pretty damn sure if he did this, each bow wouldn’t be sold as a weapon, but as a high end souvenier word at least ten times what he’s charging right now!
Wanna know why?
Because he improved the presentation!
AND, it gets even better!
I’m not done yet…oh no…I’m getting warmed up.
This dude could even research how the other dominant tribes in Zimbabwe made THEIR bows, replicate the process and repeat what I specified above.
He can make his series of bows a hot collector’s item, and each one would have his signature and a unique manufacturer’s number.
See where I’m going with this?
If you can dig deep into why your customer is REALLY buying your product, or find a hidden feature or benefit in you product, you can create a unique package.
And if you can improve the presentation and create a kickass offer, you can offer almost anything at a higher price because of the so called “perceived value” of that product.
( I shit you not, how do you think Apple gets away with charging $2 000 for a computer? )
PPS- I’m not gonna end this post without blatantly promoting MY OWN SERVICE, anyways… if you want to brainstorm with me to see how we can improve the “percieved value” of your product or service, then hitch a ride over to…
And we can make an offer your customers would be bonkers to refuse.
PPPS- Psyche! Just playing with ya…checking to make sure you’re paying attention heh heh heh.