Faster, cheaper, more sustainable...a sales lesson from Persil

What does  Usain Bolt have to do with washing your clothes?

Nothing. Though he is in a new Persil advert for their detergent for super quick washes.

The detergent market is saturated so coming up with something unique is tough. After all, what is there to be said about washing your clothes that hasn’t already been said.

But Persil has been clever and instead of talking about cleaning your clothes they’ve tapped into two hot topics -

Cost-saving and the environment.

And the line they use with the new product is it will clean your clothes in 15 minutes or at 15 degrees.

Persil is saying they’ve specifically developed this new soap to work in this time frame or temperature. 

In doing this they aren’t selling based on the effectiveness of their soap…they’re selling based on how this will impact your pocket or your carbon emissions. 

And you can apply a similar approach to your service.

Whilst there is unlikely to be anything unique in your methods (just like soap is just soap) you can frame them differently.

And to do this start by asking yourself these 3 questions about your service - 

#1 What does it do?

This will be the main benefit of the product or service you’re selling.

 #2 How does it do it?

This will be your new mechanism that will help differentiate your solution from all the existing solutions in the marketplace.

# 3 How fast does it do it?

People want instant gratification, hence the appeal of the 15 minute wash.

So, instead of saying something like workout from home, stay fit, or lose weight.

Say something like -

Skip the gym and save hours every week with our 30 min home workouts.

Accelerate your fitness with the 5 movement all-in-one fitness blaster 

Supercharge your metabolism and melt the fat with these 30 min daily workouts…some as short as 10 minutes

Give it a go and see how much more interesting your coaching sounds.