A few months ago I was talking with someone about business and marketing and they introduced a concept new to me, but I got the impression that everyone else had already heard of it.
When you are selling/marketing something to someone, do they percieve it as a PILL or a VITAMIN?
The purpose of a PILL is to alleviate a pain (for example, a very bad headache). The effects should be somewhat immediate. The value of the PILL, at the moment of pain, is really, really high. I have a PROBLEM and a PILL is an immediate SOLUTION. You know the perceived value can skyrocket, especially as the problem, or pain, is higher and immediate.
A VITAMIN, on the other hand, is more of a preventative measure. You don’t take a VITAMIN to get results within 30 minutes…. VITAMINS are a subtle solution to a long-term, non-immediate problem. The pain is not there, and you might wonder if it will ever come. It’s easy to feel like it’s a non-essential solution to a problem you might not (or, likely won’t) have.
When I heard this I was perplexed, and I asked, are my offerings (products+services) perceived as PILLs (high value, immediate need) or VITAMINS (nominal value, not sure if really needed)???
Figuring this out, and perhaps even repackaging and repositioning, can help you sell more, make more, and become more valuable.
Or, you can keep trying to sell a solution for a non-problem.
OF COURSE, if you look at Covey’s four quadrants, you know you should spend time in the Important/NotUrgent box… which seems to me to be the VITAMIN mindset… but how many of us (or, our customers) are in the Urgent/____ box? That’s where the PILL comes in.
How are you positioning YOUR offering?