No one needs what you sell.

Ha, how’s that for some morning inspiration?!

But, stay with me…

…no one needs what you sell, so do you know WHY they should buy it?

I was driving down the 400 Highway the other day in my mid-size SUV, and on one side of me was a Nissan Micra… a $20,000 car, and on the other side a Mercedes S-Class with a sticker price of around $200,000.

There I was, smack dab between $20k, and $200k… thinking… "both of these cars do the exact same thing".

They both take you places. They're both driving 115km/hr down the 400.

You see, no one needs a $200,000 car… but it certainly doesn’t stop people from buying them.

If I’ve lost you with the car references, I apologize.

In case you didn’t know, I worked for BMW for many years so luxury cars are kind of my jam.

My goal is to buy the one I had when I left my corporate job 8 years ago one day… but for now it’s a Kia Sorento for me!

Okay back to the cars… and wtf this has to do with your business.

Here’s the truth… just because no one fundamentally needs what you sell for basic survival doesn’t mean that you can’t sell it.

The $20k car is an appliance. It’s sold as an appliance. It’s affordable, and moves people from point A to point B. The end.

The $200k car is an experience. It’s emotional. It is often tied to pride, memories, or accomplishments. Prestige. Luxury.

It’s how you feel when you drive that car that makes people justify the price difference. While it also takes people from A to B… no one selling a $200k talks about that.

Is the picture becoming clear?

The $200k car exists because someone has made a really beautiful story around it. No one needs it. But having been in one from experience they are stunning and like driving in a cloud.

Unless you’re selling appliances (which I don’t think you are), you need to learn to sell a story.

Because no one needs what you sell… you need to make them want it.

Stop selling appliances.

Start selling better stories.

What's yours?