Instruction as the Commodity

meeting-clientRunning a business is a tough experience, and it needs a lot of learning new information, skills, and hacks on how to make it work and how to make it thrive. Some businesses thrive through the appropriate and effective selling of a product, while some of selling a service. What about the businesses who make use of selling both product and service at the same time? This is one of the tactics that businessmen use to ensure that they sell what they offer at the best of their abilities. Instead of just offering a product, they build the product’s image by supporting it with information that is useful in the lives of the clients.

This can work by following these tips:


  • Have the initiative to approach them. The usual clients do not really approach the seller, because they do not have immediate need for the product, or they are not fully informed about the business. Some may be shy to approach the business office or location, so they do not get the chance to take a look at the product. It is best to approach them during times when they are comfortable or not doing too much activity, like when they are in their lawns resting in the morning. You might want to check this out


  • Be an empathetic listener. The client may drop some clues about their lifestyle that is related to the product and their ability to afford it. They may sometimes be talkative, or may be too silent for a productive talk. The seller should be empathic enough to feel what he or she has to say, so that the selling of the product is successful.
  • Teach them new but useful information. The majority of clients do not realize that they need something unless they are asked about it. For example, the product is for pest control, the seller should ask if they regularly check their house and backyard for pests. If they do not, tell them about the dangers of pests. If they do, probe them more until the seller can segue about better ways for pest control.
  • Make them think that the information is free. Sometimes, clients may think that the new information they are getting has a price, so assure them that is free, and that the seller is just there to help them get through their problems. From here, the seller can teach the client about the product and how to use it.
  • Let them feel that the information is useless without the product. This is the final part of using information and instruction as commodity. The seller must indirectly insist that the product would be worthwhile, and the nice information they just heard is of no use without it. The results will heavily rely on the seller’s communication and marketing skills, thus the need for rigorous training, especially in product knowledge.