Know what you’re selling to succeed

Sacramento Business Journal – by Debi Hammond Contributing writer

Do you know what you sell? I know this sounds like an odd yet obvious question. But really, do you?

We have asked numerous executives this question, from million-dollar companies to billion-dollar companies, and more often than not, we find there is confusion as to what it is they are actually selling.

To add context, let me ask you another question. What does Revlon cosmetics sell? I bet your answer was makeup. However, Charles Revson, founder of the cosmetics giant, is quoted as saying that he is selling something entirely different; something more powerful and meaningful than any Fabulash mascara or Colorstay lipstick.

Revson said, “In the factory we make cosmetics, but in the store we sell hope.”  [Still thirsty…]