It’s the holy grail of the marketing world. All sales people and marketers have been told this at one time or another.
“Sell the sizzle not the steak”.
The problem with this is that many businesses get too caught up in creating their ‘sizzle’. Then having successfully sold the customer based on this sizzle, they deliver up ‘steak’ that falls well short of the expectations they have created.
Some of the claims that get thrown around in marketing include things like :
- Great service
- Satisfaction guaranteed
- Best [insert product or service here] in town
- Personal attention/ we don’t treat you like a number
This is all great until you go to deal with these businesses and find that in fact their service is not that great and you are not particularly satisfied. You have had much better [insert product or service here] right here in this very town. They have some inflexible company policy that does make you feel like just another number.
By all means sell the ‘sizzle’ to get the customers in the door. But once they’re in, the ‘steak’ better be what you promised otherwise your credibility is shot.