Sell Frosting with Cake

Category: Marketing

Published: 08/11/2008 04:38 p.m.

I have developed a sales maxim: don't sell frosting by showing me frosting... sell frosting by showing me cake.

Far too often people try to sell the wrong things. If someone wanted to go from place A to B, then you would have to introduce them to the idea of a car before you sell them on the cup holders and leather seats.

A big focus of the goal-setting methods I read about and have learned about in the past few weeks all involve the end goal. The focus is more on vision then method or path. You only need a map once you have a destination in mind. That way you know which map to get (ignoring the iphone and its map of the universe). It's not so much about the quote "if you don't know where you're going you'll never get there" but more with a focus on clients and customers. You have to sell an experience, sell a want. I rarely buy things that I need. Mostly, it's things I want. The reason I have an iphone is not because I needed a new phone; it is because it is the single coolest phone in the world, and I wanted it. I wanted the convenience, the features, and the chic-ness. I wasn't shown a cool screen, or a single fun app. I was shown the whole package (6 months before it was even sold mind you).

The point is, when selling anything (like an idea perhaps) it is important to show the end goal. The vision. The idea that you are selling is the cake, except all you provide is the icing.