Conni Reedās fondest memories are from the trips she took with her Dad on the dusty backroads of Juarez and Chihuahua, Mexico. Her worst memory is one she hid from everyone, including her Mom, for years. She was raped in high school. For years she suppressed the memory, pretending like it didnāt happen.
Conni grew up as an artist, deeply inspired by Mexican culture. She learned to shed the heavy sheets of armor she had burdened herself with, and through the process of stripping them away, she found her creative source. She made bags.
āBeing vulnerable is the only way to allow your heart to feel pleasureā - Bob Marley
But not just any bags. Consuela bags are infused with Conniās heart and soul.
Conniās personality permeates everything about her company. Crafted inĀ Mexican-owned factoriesĀ by artists and their communities she collaborates with, Conniās product tells her story. Every piece is unique. She doesnāt sell commodities.
Buyers are bored to death with commodities anyway. Consuela knows this, which is partly why they became a Forbes Small Giant in 2020.
In a world of fast-food sameness and noise, buyers want signal: a set of beliefs, values, and an experience when making a purchase. Commodities are self-serve. Great products have context. Increasingly, a seller's primary job is to provide this context.
There are six reasons behind this shift from commodities to context.
Reason #1 - Buyers want a company to have a set of beliefs similar to their own
Today's buyers seek more than just a product; they want to believe in the company they're buying from. They are loyal to companies with a clear mission who stand for something. Patagonia has proven this point to the tune of a $3 billion valuation (which the founder, Yvon Chouinard, promptly pledged in full to two climate change entities).
Reason #2 - Buyers want to see their values reflected in the product or service they purchase
Purchases have become personal statements. Consumers want products that align with their values. TOMS Shoes caught onto this early with their unique business model where, for every pair of shoes purchased, they donate a pair to a child in need.
Reason #3 - Buyers want an experience, not a transaction
Sales are not merely transactions; they're experiences. From the first point of contact to post-sales support, every interaction matters. LEGO sets are not only fun to play with, but they're also fun to buy, especially from LEGO stores. The "Pick & Build" wall allows customers to buy individual bricks, and various hands-on stations offer a chance to build and play. Their VIP program offers points, early access to sets, and exclusive promotions.
Reason #4 - Buyers appreciate genuine, personalized interactions
One-size-fits-all sales pitches are passƩ. Buyers appreciate personalized communication that acknowledges their unique needs and challenges. For instance, a customized software demo addressing a client's specific pain points can make all the difference in securing the deal.
Reason #5 - Buyers value trust and transparency
In an age of information overload, trust and transparency have become essential selling points. Buyers gravitate toward companies that are open about their operations, product capabilities, and limitations. Being transparent about pricing, for example, can help build trust and foster long-term relationships.
Reason #6 - The power of storytelling
Narratives are powerful sales tools. A compelling story, like Conni Reedās, that weaves product features, benefits, and the company's mission can resonate deeply with customers.
Understanding your customer's worldview and aligning it with your approach can unlock new avenues for success. It's now about selling context, not commodities.
A simple framework for selling with context, ETEE:
Empathize - firstly, understand your customer's values.
Listen deeply to your target audience.
Develop buyer personas to empathize better.
Keep customer feedback at the heart of your business.
When you understand your customer, you can serve them better.
Tailor - next, tailor your product's story to resonate with these values.
Create narratives that align with customer values.
Use compelling storytelling in your pitches.
Show, don't just tell, how your product enriches lives.
A resonant story that connects the dots for a prospect can turn them into a customer.
Experience - then, make every interaction an experience, not just a transaction.
Provide personalized support throughout the buying journey.
Exceed expectations at every touchpoint.
Add humor or personality based on what you know about someone.
An exceptional experience can transform a one-time buyer into a loyal client. Nate Nasralla named his pricing options for one proposal Sprint, Marathon, and Ironman because he knew the COO was into endurance sports.
Evolve - lastly, continuously evolve your strategy based on feedback.
Ask for regular feedback from your buyers.
Analyze feedback for insights and trends.
Iterate your sales approach based on these insights.
Growth comes from learning and adapting.
Always remember: you're selling a belief, a vision, a way of life.
Continue to offer value and experiences, and you will attract buyers looking for something more, which is to say, most buyers these days.