Make them feel.
That's what we're here to do in sales:
Let people feel.
To do this, you've got to convey,
not tell,
not sell,
and you've got to do it as beautifully,
simply,
and thoughtfully
as you can.
Look at this headline written by the great David Ogilvy.
It's got nothing to do with the product.
It's got nothing to do with the features.
It's not selling the car,
it's selling a feeling.
That makes you want to buy the car
1958, when this advert was written.
When cars were noisy.
But not this car.
The only thing you heard?
The clock. Tick tock.
All the other amazing features?
It doesn't really matter.
How good do you feel in your Rolls at 60?
Tick tock.
Think about that when you're conveying your thing.
What is that line that makes people feel what you say?
Not hear what you say.
That's the magic we have in sales.
If we think about it deeply enough.
Don't be lazy.
Don't be unthoughtful.
This is what we're here for.
We're here to create magic.
What does your product do that makes your client feel amazing?
The story goes that David Ogilvy spent weeks and weeks,
pouring through the manual at Rolls-Royce.
He wanted to see where the magic was.
He didn't just say ‘Rolls-Royce best car ever’
Sales isn't easy, sales isn't quick,
But if you get it right, you get that one line right,
And everybody will feel good.
The client,
You.
Everybody.
And you will sell.
And if you sell a lot and make $13,995.
And had a time machine to transport yourself back to 1958,
You could buy this Rolls-Royce Silver Cloud,
And you would feel great.
Sitting in your silver cloud.
How good.
Let's get out there.
Content of the week:
This week, we have Zach on The Sell.
I met Zach through a fractional freelance community
and I absolutely loved this conversation.
He’s helping people work in what I think is the new way of offering your services fractionally.
Zach specialises in sales, and we talk about what that
looks like as a fractional sales leader.
If you’re entering the world of fractional,
he gives the absolute breakdown of how to do it.
Such a good chat.
Click here for Apple Podcast or Spotify.