People buy reassurance

November 24th, 2009

From the outside looking in at some businesses you wonder how they make money.

Anyone can do that right?

Well actually yes if someone else is doing it and offering as a service – chances are you can do it too.

BUT you’re not in that business.

If someone else can do it much more efficiently and take the stress away they have something of value.  What their customers are buying is reassurance that the job will get done.

A classic example of this is recruitment, yes you can seek and attract employees, vet them and do it yourself.  However it is probably more efficient to use a recruitment company to seek (and filter) candidates for you.  Don’t forget that, you don’t have to change the world to make a buck, just sell reassurance.

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