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According to Abdel Salam, presenting a product as the obvious answer to a customer’s need can unintentionally trigger resistance. “People don’t like to feel pushed,” he explains. “Even if the offer makes sense logically, the moment it feels like a sales pitch, the natural instinct is to pull back.”
The Hidden Difference Between Selling the Product and Selling the Transformation
Abdel Salam proposes a strategic shift: from promoting the product directly, to first educating the customer on the problem and the underlying transformation, before the offer is ever introduced.
Take the wellness industry as an example. Rather than saying, “Our nutrition plan boosts focus and energy,” the more effective approach is to first explain the cause of low energy, such as how high-carb breakfasts spike blood sugar and lead to energy crashes. Only once this problem and the desired transformation are clearly understood should the service be introduced as the logical next step.
“It’s not about convincing someone to buy,” Abdel Salam notes. “It’s about making the transformation so clear and relatable that buying becomes the obvious decision.”
The Marketing Mindset Shift: Sell the Destination Before the Vehicle
He likens this method to defining the destination before choosing the vehicle. Once someone sees the value of the journey, they are more open to the means of getting there—whether that’s a coaching program, a course, or a consulting service. Pitching the ‘vehicle’ first, without selling the value of the ‘destination,’ risks disengagement or skepticism.
This subtle psychological shift transforms the pitch from a sales transaction into a value-driven, trust-building conversation. It’s the foundation Abdel Salam uses in his consulting work with coaches, experts, and service-based entrepreneurs across the UAE, Saudi Arabia, and the wider GCC.
A Strategy That Works for Coaches, Experts, and Course Creators
For those who regularly struggle to turn attention into commitment, especially coaches, consultants, and course creators, Abdel Salam strongly recommends integrating this approach into their marketing structure. Instead of listing benefits or features, he advocates for drawing attention to the root of the problem and framing the transformation in a way that stands independently of the product.
“In the end, great marketing doesn’t start with the product. It starts with deep understanding,” he concludes. “And when people feel understood, buying becomes a natural next step.”
Tarek Abdel Salam
Out Loud Media
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