Selling the Invisible by Harry Beckwith is a book that every salesperson should read at least once. Beckwith identifies several lessons in this book as the most important ones he would have shared with his son if he were a salesman. We can all learn from them, no matter what we do for a living.
There is a salesman in each one of us. From the time you ask your mother if you can borrow the car to visit a friend to when you are negotiating that dream job offer, selling yourself is an important part of life.
Here are nine lessons from Selling the invisible by Harry Beckwith.
1. Sell the benefits, not the features
The first lesson is about making sure you always communicate to your customers what they will gain from buying your product. Forget the list of features and focus on what those features will do for them. And don’t forget to put those benefits in your prospect’s own words. This technique makes it easier for the customer to imagine the result of buying your product.
So you just bought a brand new car: how would you feel if the first thing your car dealer told you was, “This car has twelve cup holders”?
2. Be empathetic
Remember that your customers are human beings, and they have emotions just like you do. If you start talking to them about your product without understanding their needs, they will see right through your sales pitch. Salespeople often forget that the customer is feelings, not just a name or an account number on a list.
Therefore, if you go to a buyer and tell him how great your product is without finding out his needs, he will see right through you.
3. Sell all the time, not just when it’s convenient
Do not wait for an opportunity to sell yourself or your product. Sales are made 24 hours a day, seven days a week. So always have your sales materials with you, just in case, your next appointment is right around the corner.
So remember: never wait for a perfect time to sell. As Mark Twain said, “The secret of success is making your vocation your vacation.”
4. Give the customer a reason to buy TODAY!
It doesn’t matter if you have been working with a customer for years and he shows no indication that he might purchase from you today. People buy on impulse, and it is your job to make sure you give the customer a reason to buy from you TODAY.
That’s why salespeople should always be prepared to close the sale, even if their customers have no intention of buying today. If you wait for them to become ready, you will never sell anything.
5. Sell the truth
People buy for their reasons, not yours. In other words, your customers don’t care about you or your product nearly as much as you do. So don’t try to force it on them. Instead of selling the “sizzle,” focus on selling the steak of your product’s benefits and let those benefits speak for themselves.
Even if you have the greatest product in your industry, people will not buy from you unless it solves their problems. Therefore, to sell successfully, you must focus on the truth of what your customer needs.
6. The easiest sale is the one you don’t make
Despite all the hard work and long hours salespeople put into building a prospect list and making cold calls, buying decisions are sometimes beyond their control. But as difficult as it may be to accept that not all sales will close, and even more challenging task is to prepare yourself emotionally for the times when they don’t.
So remember: The easiest sale you make is always the one you don’t make: keep your options open.
7. Be confident, not conceited
Self-confidence is the most important characteristic of a successful salesperson. Being prepared with all the facts and knowing that your product can help your customer makes you confident in selling. When you can answer the questions buyers ask about your product clearly, they will see how knowledgeable you are and how confident you are in your product.
So maintain your composure and continue to sell, even if the customer is highly critical. When you allow yourself to be rattled, it shows through in your voice, and that’s when the customer will know he has power over you and can ask for things that aren’t in your best interest or his best interest.
8. Be a model for your product
Sell yourself first because if you can’t sell yourself, you will never be able to sell anything else. People do business with a salesperson whose behaviour is most compatible with their attitudes and beliefs. If your customer sees that your values align with his, you have found a base for developing a long-term professional relationship.
And remember, the more compatible you are with your customer, the less selling you have to do – which is why it’s so important to be yourself when you’re with customers. To discover what values matter most to your buyers, listen carefully to what they say or watch their actions in subtle ways.
9. Make yourself feel at home
It doesn’t matter if you are selling to a CEO or someone who just finished their first year of college. Never forget that the customer is not the enemy – he’s just another person like you and me, struggling with his challenges. So remember, whenever possible, to treat customers as you would your best friend. Be authentic, be comfortable, and they will be more likely to trust you.
Conclusion: Selling the invisible by Harry Beckwith
The bottom line is that the best way to sell anything is by building trusting relationships with your customers. By focusing on these nine lessons, you’ll earn the enduring confidence of everyone you meet.