The Power of Why in Selling

In a previous week’s post, we’ve explored the power of why in selling. Because this is a really interesting topic, we’ve decided to explore it even further.

And through using the power of why, we will be able to inspire our clients and prospects to buy what we are selling and eventually become our own evangelists.

There are two aspects on this topic though: one is about the salesperson and the other is about selling.

The idea of “Why” was evangelized by author and speaker Simon Sinek. Simon Sinek explained this idea, or the idea of starting with Why, during a TED talk which has become one of the most well-known TED talk of all time and one we recommend you to watch. (Just type in Simon Sinek Ted talk on Youtube)

In the talk, he spoke what made Apple Inc. (makers of iPhone) stand out, why Martin Luther King Jr. became the figure head of the civil rights movement in the 1960’s among which thousands were also fighting for, how the Wright Brothers succeeded in building the first airplane when in fact another group led by Samuel Langley was also doing the same thing but was highly-funded.

In it, Simon Sinek found a common denominator in how they communicate. It turns out that all of them were able to inspire others.

Apple Inc. inspired and still inspire a legion of Apple fans to buy their product.

Martin Luther King Jr. was able to inspire his fellow African-Americans to fight for their own rights amidst a hostile and deadly environment.

The Wright Brothers were able to inspire themselves that they were building something very special here.

Simon Sinek pointed out the “Why.” In it, he introduced the Golden Circle.

In the most outer circle is the “What”: What are we doing? We are selling condos. We are selling insurances. Blah blah blah.

In the middle is the “How”: How are we different? How are we better? This condo is in a good location. The insurance we are selling is of a reputable company. Blah blah blah.

Lastly, in the inside is “Why”: Why are we doing what we are doing? What is our purpose or cause?

Simon Sinek explained that most of us communicate the what and the how, most especially us who are in sales. We tell people what we are doing and then tell them how we are better or different or how good we are. Just think of the last time you did a sales presentation. We sell the WHAT and the HOW.

In his example, he used Apple Inc. If Apple communicated in the same way (communicating what they do and how they do it), it would sound something like this: “We make great computers. They’re beautifully designed, simple to use, and user friendly. Want to buy one?”

That message in and itself is not bad but the thing is that is also the message of every other computer/tech company in the world. And that is the problem. Every other company is telling the same thing. In the above-mentioned message, Apple Inc. is basically just another computer/tech company vying for our money and attention. They are no different to Samsung, Dell, HP, ASUS, etc. In fact, these companies are more qualified in terms of technological quality. Not only that but why will I buy an iPhone when I can buy the same product in RealMe or Huawei?

But here is what Apple Inc. tried to say instead: "Everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?"

Suddenly, the message has become more inspiring. Its not just about the technology anymore. Apple was trying to communicate something else. It is not about the iPhone. It is not about the technology. It is not even about the design. It is about the “why.” It is about the purpose or why Apple is selling these products.

They want to make things different. They don’t want to stay in the status quo. They want change.

And the way they did it was through designing a beautiful, simple to use, and user friendly device for people who wants to be different from the status quo.

And here is the thing: what is the difference between a Huawei and a RealMe smartphone? Can you tell the difference? Hirap di ba? In fact, most smartphones look like the same. The same with laptops. Compare HP and Dell or even ASUS. Can you tell the difference?

Compare that to an iPhone. Suddenly, there is a difference. The same with Mac laptops. Their design and usability stand out above the rest.

Now, are their functions the same? Do Huawei and iPhone work and function the same way? The answer is most probably yes. You can watch Youtube on a Huawei the same way you do with iPhone. You can listen to the Beatles or Taylor Swift with Spotify on Huawei the same way you do on an iPhone. You can call your friends on Huawei the same way you do on an iPhone. In fact, Huawei’s battery is much better than iPhone’s.

The same thing for Mac laptops and HP or Dell laptops. So wait, why do so many people still buy iPhones and Mac laptops?

If you buy an iPhone or a Mac laptop, why did you buy it when in fact the functions are the same with others but is even more expensive?

The answer: you want to be different from the crowd. Exactly the “Why” of Apple Inc. In fact, their previous advertisement slogan was “Think Different.”

And so how did Apple communicate themselves? They did not start with what they are doing or how they are doing it. They started with why they are doing what they are doing and then explained how and what they are doing with it.

Their what (iPhones and Mac laptops) and how (design and usability) are reflected on their Why (being different and defying the status quo).

Through them communicating their Why to the world, they were able to attract the people who were looking for “change” and “difference.” Of course, not all people want “change” or “different.” But there are those who did and those who did evangelized that idea through the rest of the population until more and more of the population had been converted into that idea.

As Simon Sinek said in that TED talk: “People don't buy what you do; they buy why you do it and what you do simply proves what you believe.”

Okay, that sounds so cool and all, but how does this apply in real life selling? That, my friends, is what we will be discussing next week!

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