What are you really selling? When you sell dreams you attract customers who want to share the dream.
Gian Luigi Longinotti-Buitoni was the CEO of Ferrari North America. He wrote a book called Selling Dreams: How to Make Any Product Irresistible wherein he coined the term “dreamketing.” While the word does not trip easily off the tongue, it does create an image of what many successful companies do.
Selling Dreams addresses how sellers of luxury goods (Ferrari, Ferragamo, Sotheby’s, Hermes, et al) attract customers by selling the dream. You can buy a car for less than $20,000. When you spend many times that amount for a Ferrari, you’re buying more than a car; you’re buying a dream.
You’re probably not selling anything in the price range of a Ferrari, so what can you learn from this book? Well, see if you can apply these principles:
Companies should create products and services designed to convey intense emotions. People don’t buy for simply intellectual reasons, they buy when there is an emotional connection. How can you reach your customers’ emotions? Create images for them (in words or pictures) so they can see themselves successfully using your product or service. Go beyond the functionality to how they will FEEL.
Take every opportunity to magnify your customer’s perception of added value. Sell the dream.
The dreamketer should ensure that all forms of customer relations consistently support the mission to build the dream in the customer’s mind. Stage events to build the dream. Advertise and promote in support of the dream image. Use publicity to create the aura you want for your product or service. Keep in touch with your customers in support of the dream.
The subtitle of “Selling Dreams” is How to Make Any Product Irresistible. So, what about those of you (such as consultants, coaches, writers, etc.) who ARE the product? How do make yourself irresistible? One way is to show how you are living the dream you are selling. Give customers a mind picture of how they can have a life like yours, and what that will be like for them.
Give yourself an aura. Build your image and credibility. Techniques such as publicity, speaking, publishing, etc. will both demonstrate your abilities, and create a celebrity image for you, making you part of the dream.
Value yourself. After all, if you don’t understand what you’re worth, how will you ever communicate your value to anyone else?