My Favorite Visual to Explain the Art of Sales
Definitely my favorite visual to explain the art of sales. Customers aren’t buying the drill — they are buying the hole (that the drill makes). In other words, your customer has a DESIRED OUTCOME, which means you have to get beyond the feature-selling or benefit-listing.
Imagine if you tried to sell Mario the flower. Hey Mario..this flower is better than all the other flowers because it is vitamin rich, organic, blah blah. No!
“Mario this flower is what will turn you into the TOWN HERO. Just imagine what it will be like AFTER you have pillaged the village, slayed all the bad guys, and saved the people. You’ll get recognition, win awards, heck you might even become mayor of the town. All from this flower I am showing you today. I had thought this was aligned with your goals, which is why I am here. Are we on the same page?”
Notice I did not talk about a single feature of the flower. I only talked about the customer’s desired outcome. Your customer has a desired outcome. Figure out what it is and sell that.
About the Author Nick Friend
Nick Friend is an Entrepreneur, Investor, Husband, Father of 3 daughters. Built businesses from scratch to 8 figures, and has been nominated for several Entrepreneurship awards. Nick enjoys helping other entrepreneurs, particularly those fighting the struggle from $0-10 million.