Sell This Pen To Me: The Safety Edition

Nathaniel “Safety Nate” Miller Sr.

Imagine you’re holding a pen, a simple yet essential tool. When I ask you to buy it, you can see its sleek design, feel its weight in your hand, and understand its immediate utility. You know that with just one click, you’re ready to write. The transaction makes sense because the product is tangible, useful, and right in front of you.

Now, imagine if I asked you to invest in something you couldn’t see or touch—something like safety. Safety, unlike a pen, isn’t something you can physically hold. You won’t see the immediate benefits today, tomorrow, or maybe even next week. But just like this pen, safety is essential. It’s a tool, but for prevention. It’s there to protect you, your people, and your business from the unseen risks that can cause costly damage.

So how do we “sell” safety, this invisible product? Let’s break it down.

Selling Safety: The Invisible Product

When we think of selling a product, we typically envision something physical—something that a buyer can touch, see, and use immediately. A pen, for example, is a tangible item. You can hold it in your hand, test its smooth writing, and recognize its immediate value. The transaction is straightforward: the buyer gets something they can use right away.

Safety, on the other hand, is an entirely different story. It’s intangible, invisible—there’s nothing to physically hand over or demonstrate in the moment of the “sale.” Yet, as safety professionals, we are tasked with selling this invisible product to organizations and individuals. So how do we get someone to invest in something they cannot see, touch, or use right away? The answer lies in understanding the value that safety brings and conveying that to the buyer.

1. Why Safety is a Worthy Investment

One of the first questions any buyer asks is: “Why should I invest in this?” The answer is that safety, while invisible, is essential. It provides protection, reduces risks, and ensures long-term well-being. But unlike a pen, the benefits of safety may not be immediately apparent. It requires an investment of time, effort, and resources to truly reap the rewards.

Consider this: Have you ever thought about what the cost of an accident is? Beyond the medical bills, consider the lost time, the morale impact, and even the potential legal consequences. Selling safety means making the invisible visible—bringing those unseen risks to the forefront.

2. What’s the Return on Investment?

In business, ROI is key. “What will I get in return for my investment?” is a fundamental question. In safety, the return on investment can sometimes be harder to quantify upfront. There may not be an immediate visible reduction in costs or an increase in productivity the day after implementing new safety measures.

However, safety prevents loss before it happens. It’s about protecting your people, your assets, and your reputation. That reduction in workplace injuries, decreased downtime due to accidents, and avoidance of legal fees all add up significantly over time. A well-designed safety program often results in improved morale, retention of skilled workers, and an overall better workplace culture. How much is that worth to an organization?

3. Why Should Someone Care About Something They Can’t See?

When selling safety, you’re selling a mindset, a culture of protection. This can be a hard sell because it’s difficult to quantify “what didn’t happen.” No one sees the accident that didn’t occur or the injury that was avoided. So, you need to help buyers imagine the consequences of neglecting safety.

Questions to ask:

• What would happen if an employee were seriously injured today?
• How would it impact your team if an unexpected hazard led to production delays?
• What would it cost you if your business had to stop operations for safety violations?

It’s in these answers that the invisible becomes tangible. Safety isn’t just about preventing accidents; it’s about peace of mind and sustained productivity.

4. What’s the Cost of Not Investing in Safety?

As with any product, you need to make the buyer see the cost of not purchasing safety. “What’s at stake if we do nothing?” That’s the real question you need to answer. When someone purchases a safety program, they are essentially buying insurance against future risks—financial, physical, and even reputational.

Workplace injuries can result in lawsuits, fines, or worse, fatalities. The cost of safety lapses far outweighs the cost of implementing a robust safety plan. The most successful safety programs shift from compliance-driven to value-driven, creating environments where everyone understands that safety is a shared responsibility.

5. How Do You Build Trust in Something That Isn’t Tangible?

Trust is essential in the sales process, and with safety, you need to convince buyers to believe in something they can’t see. As a safety professional, your role is to become a trusted advisor. You must show evidence—data, case studies, testimonials—that demonstrate the value of safety measures. Share stories of companies that have transformed their workplaces through a commitment to safety, showing that it’s not just a compliance box to check but a long-term investment in people and productivity.

Key questions to consider:

• How can I illustrate the invisible benefits of safety?
• What data or stories can I share to make the case for safety investments?

6. Conclusion: Making the Invisible Visible

Selling safety is one of the toughest jobs because you’re asking people to invest in something they can’t see, touch, or use immediately. Yet, safety professionals succeed when they can make the invisible visible—showing the risks, the potential costs of inaction, and the significant benefits of a proactive safety program.

As you sell safety, remember to ask yourself and your buyers: What are the long-term benefits of investing in safety today? How can you quantify the invisible? And what would happen if you didn’t?

By focusing on these critical questions, you can help people buy into the value of safety, even when they can’t see it.

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