Don’t buy a drill.

January 19th, 2015

It’s funny when you think about it.

What do businesses do?

Do they provide products and services?

Yes. But it’s more than that.

I’m reminded of a story I once heard.

People don’t buy drills because they want a drill.

People buy drills because they want a hole.

Ever since that story I look at things a bit differently.

For instance if you need printing, why do you really need it?

You need a high quality brochure because you want to be able to give prospects information about your company and you want to look professional. You don’t want a high end looking brochure just because that’s what you want.

You want it because it will give people the impression that you are a top notch company and that they should be working with you because you take care in what you do.

Do you need business cards just to have business cards?


You need business cards so you have an easy way to give people your contact information so they can get in touch with you when they need to purchase something from you or ask you a question.

I  could go on and on with the analogies but I’m sure you get the idea.

The reason I am using printing as an example is because I notice alot of people not taking care in their businesses printing.

They purchase printed materials for the sake of purchasing them and they tend to go with a cheap inferior product.

They really don’t consider what they are actually buying.

Looking at it as a solution to a problem, it makes it much easier to understand why you need printing and why you need it to look good.

People are looking at your printing, and if you are trying to impress them so they will do business with you, having poor quality printed material will have the opposite effect.

It can actually hurt your chances of getting business if you are being compared to a company that looks more professional than you.

My advice today is that if you are looking for a service, think about the problem you are trying to solve then figure out the best way to solve it.

Do you need to make sure all your corporate taxes and books are in order. Make sure you get a capable CPA.

Do you need to insure a fleet of vehicles? Don’t just go with cut throat insurance.

It’s a lot better to go with the best and not have problems than to go with the worst and come into all sorts of problems.

This article is a shout out to my friends at JBS Printing. Who always come through and produce products that make my business look like the best possible solution for my prospects. Thanks Guys.