A Drill Bit or a Hole?

“People don’t want to buy a quarter-inch drill bit. They want a quarter-inch hole.” - Theodore Levitt, Harvard Marketing Professor

A drill bit is a feature. A feature is a means to an end, not the end itself. But if we take this another step further, people don’t even want a hole either. What they really want is the shelf that will go on the wall once they drill the hole. That’s not entirely the end of what is desired either. What people want is the drill bit which drills a hole in which a shelf is anchored upon which they can place the things they want to see and be pleased. But why do they seek to be pleased with stuff they put on a shelf?

This is the question you want to answer as a marketer. The answer to the question, “Why do people seek to be pleased with stuff they put on a shelf,” is the target at which to aim marketing tasks. In other words, you must realize no one wants to buy a quarter-inch drill bit. They want whatever the answer to my question is. And not everyone answers that question the same. Some may be pleased with the stuff on their shelf because it unclutters their home and makes them feel at peace. Others may seek approval from their spouse. Still others may seek an ego boost when guests visit and praise the beauty of their home.

To sell more drill bits, you have to understand that your customers want peace, approval, an ego boost, or something else. Therefore, emphasizing the qualities of the drill bit, such as its materials or craftsmanship, will not convince anyone. You must sell what the drill bit does and what part it plays in accomplishing what the customer “really” wants.

So, as consulting engineers, we must ask ourselves what our clients want. Are they seeking peace? Do they want reliability for their customers? Do they want happy citizens? Your marketing messages must always be aimed at what they want, not the features of great engineering ability. We must be able to demonstrate the role we play in helping our clients achieve their end goal.

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Practice marketing benefits, not features. Think about what your client really wants and craft your messages around what you do that benefits them.

EXAMPLE
Engineering features of a bridge may include a multi-beam structure, reinforced concrete abutments, and steel piles. The bridge may be two-lane with 6-foot-wide shoulders for bikers and pedestrians. It will certainly feature a specific height, length and width. But none of these features tell you the story of the bridge.

Engineering benefits of a bridge may include multi-model transportation for the safe passage of vehicles, pedestrians, and cyclists. It may satisfy a specific design for barge traffic underneath, which ships tons of resources needed for everyday life. The rehabilitation of a bridge may have historic significance for why a community grew economically 100 years ago.

Learn to message your projects to communicate the benefits first, features second. Tell the important story of why the project is a benefit and who it benefits. Then explain the details of how it happened, how it was engineered!