Although meat products may not have much at all to do with your business, the concept of “selling the sizzle, not the sausage” applies to everyone. A key part of one of our most important mantras and a cornerstone of the work we do as telemarketers, this simple concept helps us to get real results. It’s one of the major reasons that clients choose us over our rivals. So what exactly does ‘sell the sizzle, not the sausage’ mean to us? Keep reading to find out.
Anticipation and excitement
More often than not, the sound and smell of a sausage sizzling away in a frying pan is more appealing than the ingredient itself. It’s the aroma the cooking sausage makes that gets your juices flowing and your tummy rumbling, building anticipation and excitement.
Transferring this idea to telemarketing, we can see that the ‘sizzle’ is the promise of something to come while the sausage is the product or service itself. In order for a potential customer to buy the sausage, they first need to be enticed by the sizzle, and that’s where we come in.
Selling the sizzle
When it comes to telemarketing, selling the sizzle means telling potential customers exactly what a new product or service can do for them. Rather than hearing about the specific technical details of a product, buyers want to know how it will benefit them and make their lives that bit easier. The more exciting and more interesting you can make these benefits, the better.
In the world of business, potential customers generally judge a product or service against four main factors: time, effort, money and security. By showing how a product or service delivers against one or more of these four factors, we can get potential customers excited about the sizzle and sell the sausage in the process.
The theory behind this telemarketing concept is known as ‘benefit selling’. As Marketing Donut puts it:
“Successful selling requires you showing your customers how your product meets their needs. Highlighting your product’s benefits in quantifiable terms is more likely to result in a sale than simply describing its features.”
In essence, the idea states that businesses don’t buy a product or service because of its features, they do so because of how these features will benefit them. By looking at the facts behind a product or service – its affordability, its innovation, its originality or its quality – and making these relevant to the business we’re speaking to, we’re able to get potential buyers excited about what our clients can deliver. Once decision makers are interested and enthused, it’s time for us to close by asking for a meeting and putting the ball in our client’s court.
To find out more about this powerful selling technique, or to learn how our telemarketers could help your business to succeed, explore our site, or get in touch with a member of our team.