Sell the vision, not the process.

 

Ever wonder why you aren’t closing more sales? Now I know some of you will tell me you do close sales but what if you could close more? What would your business look like if you increased your sales by 10%, 20% or even 50%? I bet if you truly think about the impact that would make in your business, a big smile comes across your face like you’ve just eaten a banana sideways!

The first thing you need to understand is that sales are not only necessary, it’s ok to sell! Your clients don’t mind being sold to, as a matter of fact they all want to buy but they don’t want to be sold on your processes or how you get it done, they want to invest in results and they need you to “paint the picture” of the value you will deliver to them. The best way to do that is to create a vision and an “emotional anchor” to the desired results. Look back to how I started this article. I took you down a path from the very beginning right? I made you think about what your business would look like if you closed more sales and I even put numbers to it! I made you think of measurable results and the emotion of how that would feel. How many of you actually pictured yourself with a banana in your mouth?

Here’s a great example:

My wife and I built a pool in our back yard and I called a reputable pool builder and told him what I wanted. You know what he tried to sell me? He tried to sell me exactly what I asked for. Where is the “wow” factor in that? Selling isn’t just about showing a potential client what they want, it’s also about showing them what they can have and maybe even more importantly what they deserve! Yes, I gave him a budget and some features to put in the pool but how do I even know what other features are available that I might love to have in my pool? See that light bulb above your head? Do me a favor and pull the string and light that sucker up because some of you probably see where I’m going with this. So how should he be selling me? If you said using an emotional anchor then you are absolutely right! Why was I building a pool? Probably a safe bet that my wife and 4 kids and myself love being in the water, by the pool, enjoying the sun, maybe having an iced fruity drink and maybe, just maybe the feeling of being on vacation without having to take off work, schedule a year in advance or book flights and shopping for the best deals? I mean, look how you just went from thinking yes, I want those things and then you immediately changed to ugh, that sucks when I talked about the logistical side of experiencing the vacation! So where’s the anchor? Where’s the connection point to the sale? It’s the feeling of the experience of the vacation just by walking out my back door. The reality is he almost missed an incredible opportunity because he didn’t sell the vision he tried to sell me based on my budget and what I thought I wanted, the features not the benefits. You must create the vision!

When you think of the vision of your company, think of the vision of your clients and their results and marry them to yours and you will see growth in every part of your business. Put yourself in your clients shoes and when you see the LTV (Life-Time Value) you can provide them, you will be able to sell them the vision and the realization of results that will be achieved by hiring you!

2 Comments

  1. Karel Vermeulen (coach KarelV) on June 2, 2018 at 5:25 pm

    HI coach D

    I love reading this blog post. I realized that a) I need to get the emotional anchor with my eBook so I can “sell” that more effectively to my social media audience and b) I did not even thought of a real vision for TheKVBrand yet.

    I am so glad I read your blog post so I am going to work on it right away. Thank you for sharing with us.

    • Dana Vanhoose on June 9, 2018 at 11:15 am

      Thank you my man…watching your journey and being a part of it has been and will continue to be an honor and a blessing.

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