Selling and the McDonalds Model.

Are you in the business of selling a service?  Perhaps you’re a lawyer, a consultant, a realtor or financial advisor. If so, I’m sure that as you look to grow your business you spend a lot of time and effort conveying your expertise to your prospective clients. Academic degrees from prestigious institutions and certifications help do that. Awards won and honor society memberships also help. A laundry list of big clients with whom you’ve worked can also demonstrate your expertise. But, is this really what your clients are buying?

Before you answer, consider this story from Harry Beckwith’s, “Selling the Invisible” about fast-food giant, McDonalds.

For many years fast-food companies like Burger King thought they were in the business of selling hamburgers. Burger King in particular worked hard to produce the best burger in the market, and they did. Blind taste tests confirmed people preferred their flame-broiled burgers to the competition. Knowing this, Burger King focused all its marketing efforts on letting people know that it’s burgers were “flame broiled, not fried.” The result? Despite all Burger King’s efforts they were unable to topple perennial market leader McDonalds. The reason? McDonalds knew something Burger King didn’t. They weren’t in the business of selling hamburgers; they were in the business of selling an experience. And people preferred the McDonalds experience.

So when you think about what your clients are buying, is it really your expertise? In reality, do your clients know enough about your profession to truly evaluate your expertise? Probably not, which is partly why they need your services. For these folks, your expertise is assumed. What they’re really looking for is someone who will be generous with their time. Someone who will walk them through the process, someone who will be responsive in returning calls and/or emails. In short, they want someone who makes them feel valued. What they’re buying is a relationship.

As you build your business, make sure you’re also building relationships.

This much I know.

-Jeanine