Sell the sizzle, not the steak

If you’ve been in the field of sales or marketing for any amount of time, you’ve likely heard the phrase “Sell the sizzle, not the steak.” But what does it really mean? It means sell according to the thoughts & requirements of the client by assuming that this is what motivates him to purchase & benefits his business

This sales phrase was coined by Elmer Wheeler in the mid-1920s. It urged sales & marketing people to focus on the experience around a product/service being sold rather than simply on the purpose itself.

If your profession is to market & sell; sell the sizzle, not the steak. In this context, content is always the right choice for a b2b marketer. Play with your words while sending emails. The way you send an email and the content you use in the email directly impacts on the customer. Don’t base your pitch on the properties of the product/ service; talk about what it can do for the client.

Phrases that are required to understand by a b2b marketer while conducting an email campaign:

ü Sell the Benefits NOT the Features.

ü Focus on you, not I.

ü What is in it for ME – think from client’s perspective.

ü Focus on value, not price.

ü Know what you’re selling, and know what they’re buying.

ü Focus on emotions, not reasons.

ü Content is the king

Here is an example of selling the steak vs. the sizzle:

Steak: “This is a service XY. It contains feature A and feature B. It is used to execute five different tasks.”

Sizzle: “Earn more profits, increase customer satisfaction, and decrease costs? Our service helps you to meet your business goals.”

Choice of content can make or break the Deals.