Sell the sizzle, not the steak.
–Advertising slogan
Is that saying still accurate?
At least in real estate sales today, I don’t think so.
In fact, I think it may be exactly backwards: Buyers want to be sold “steak,” not “sizzle.”
For at least some Buyers, I’d go even further: they don’t want to be “sold” anything.
Such Buyers invariably equate “selling” with “sales spin”: emotional pitches designed to manipulate.
Defining “Steak”
So, what do today’s 24/7, “socially networked” Buyers want instead?
Good, timely information, along with context and objective analysis (“steak”).
Then, when it’s time to do a deal, they want technical proficiency and negotiating skills.
