Sell The Emotion, Not The Details
Jeffrey Scott
Consultant and Coach to Lawn and Landscape Business Owners. Author, Investor, Entrepreneur.
Being an expert and selling your expertise can increase sales — until the point that it holds you back, and makes you sound like everyone else.
I was reminded of this when I visited the Degas Gallery yesterday in New Orleans. (I am in town for the N.O. Jazz Festival,) The gallery had an artist that caught my eye, Kelli Kaufman, a self-taught painter of southern coastal marshes.
When you look up close at her art, eyeballing the details, it just looks like splotches of paint, but when you stand back 10 feet you can see the vivid nature of the landscapes come to life. The details were meaningless, but the bigger picture was emotionally riveting.
I have also seen the opposite: A painter who has perfect details, and yet the whole painting lacks originality and emotion.
Sales can be just like that as well.
Some salespeople focus on mastering the details, but ultimately that is not what most people are buying. Or more specifically, that is not "why" they are buying.
Buyers want to know that they have made an excellent decision, that they've made a friend and that they're dealing with somebody they trust. Ultimately, people buy products and services to make them feel better about themselves, to bolster their self esteem.
This is equally true for low cost services like lawn care, and for high cost products like BMWs.
My challenge to you: Strive to make stronger emotional connections with your clients. Find out their picture, and the details will fall into place. Gain your clients trust, and sell your passion.
This is why beginner's luck works, because the beginner has not mastered the details, so all they have is the emotional connection to sell.
Moreover, you will find that you can increase your sales efficiency by not getting mired in the minute details. You will be able to sell more in any given week. In a busy season, this is critical.
Jeffrey's Breakthrough Idea: If you focus on the technical details, you will be seen as a cost-driven commodity, because everyone can copy you.
Some buyers appreciate the details, all buyers want the emotional satisfaction. As a company, when you understand this, you will outsell the competition.
Let me know how it goes in guiding your sales team (or yourself) to increase your sales this year!?.
Copyright Jeffrey Scott 2018, Please ask for permission to reprint.