People don’t buy the drill. They buy the hole in the wall.

Hello again, everyone! 👋

This week’s Business Builder Bulletin covers:

🛠️ What Customers Really Buy
🧠 Why Features Don’t Convert—But Benefits Do
🚀 How to Sell Outcomes and Drive Business Growth

Let’s dive in...

It’s a phrase you’ve probably heard before:
“People don’t buy the drill. They buy the hole in the wall.”

This simple idea completely reshaped the way I approach sales—and it might just do the same for you.

🛠️ The Drill vs. The Hole

A few weeks ago, I met with a business owner who runs a boutique fitness studio.

She was frustrated.
Her ads were getting clicks, but no one was converting.
She’d been promoting her new classes, high-end equipment, flexible schedules—
But still, bookings were flat.

Here’s what I told her:
“You’re selling the drill.”

She blinked.
So I explained:
“Your prospects don’t care about what you’re offering. They care about what it does for them.”

They want:
✨ More energy.
👖 To fit into their favourite jeans.
💪 To feel proud of themselves again.

The studio, the machines, the expert coaching—that’s just the drill.
But the hole in the wall? That’s the life transformation they’re after.

💡 Apply This to Your Business

Here’s how you can shift your messaging today:

Ask yourself:

• What is my customer really buying?

• What pain are they escaping?

• What result are they chasing?

You might be selling:

• Websites — but they want more leads and credibility.

• Tax advice — but they want to sleep better at night.

• Coaching — but they want clarity, confidence, and momentum.

The faster you connect to the real outcome, the easier the sale becomes.

📈 A Quick Framework: Feature → Benefit → Emotion

Let’s break this down:

Customers don’t buy the feature. They don’t even buy the benefit.
They buy the feeling that benefit creates.

So sell the emotion.

🧲 Final Thought: Your Job Is to Paint the Picture

Your product or service is the tool.
Your job as a business owner is to vividly show people what life looks like once they’ve used it.

Tell stories. Use examples. Paint the “after” image in full colour.

Remember:
They don’t care how shiny your drill is.
They just want a perfect hole—and everything that comes with it.

Thanks for reading!

Until next time, keep leading with outcomes.

To your success,
Graeme