Today’s quote: “A man always has two reasons for doing anything: a good reason and the real reason.” – J. P. Morgan

Many years ago, I heard about a home cleaning company that initially struggled to differentiate themselves from all their competitors.

They told potential clients they would come into their home and clean it so it looked great.

So, they were selling home cleaning services which was the same as every other home cleaning company.

Then one day they asked themselves the question ‘What are our customers really buying from us?’

In other words, ‘what positive outcomes’ do they get or what problems do they solve by using our home cleaning services?’

They also asked a number of their customers why they used their cleaning services.

To their surprise, they discovered that their best customers were people who were very busy and did not have a lot of free time.

These people loved having the cleaning firm come in to clean their home because it meant they now had a lot more free time to do other things that were more fun than having to clean their home.

The cleaning company changed the focus of their marketing so that what they now sold was ‘extra leisure time for busy business people and executives.’

Within a few years, they were a multi-million-dollar business.

Take Action:

My question to you today is simple. What are your customers really buying from you?