Too often we fall victim to just the necessity sale. People readily approach us with needs and problems that we satisfy and solve. I wonder if we couldn’t reach a more discerning position by focusing on hidden aspirations. People dream of greatness but live in mediocrity. As salespeople it’s our jobs to be leaders for our clients, not just leaders for them in our attempt to maintain control of the process, but leaders in the sense that making them see bigger pictures and down the line should be a priority. While not every client wants to do this, it’s a good practice to attempt because it’ll make people emotional and less logical.
I’ve often asked people confronted with difficulties with their finance why they work so hard. There reply usually revolves around getting by and subtle justifications for why they just work to exist. I abhor this rationalization because it’s a boring reality. No one ever strives to be that person that just lives paycheck to paycheck. Everyone wants greatness and wealth, if not for themselves, then for their loved ones. The difficulty lies in addressing the uncomfortable. It’s hard to take yourself out of the immediate sale mode and discuss these peoples ambitions.
It’s primarily difficult because we don’t always feel as though we’ve earned to right to get personal with them. We spend a lot of time with our clients and ask them a lot of routine and qualified questions. When we ask the deeper questions, we pull them out of their comfort zone and take them from their planned resistance and put them into a creative and thought provoking part of their brain that evades logic. We could sell on logic, but emotion is why they’ll care enough to buy now. The floral industry is all emotional. Buying flowers that are meant to last only a week is the least economical and logical thing you could do on Valentines Day, however, it’s incredibly emotional. Their industry thrives on impulse, which is why they have so many delivery options. Our delivery options vary as well. We offer flexibility and convenience, luxury and sophistication, savings and practicality, and largely a dream to everyone we help. We actually help people who trust us. They don’t often believe it until they really think about it, but our efforts have stimulated them to take extraordinary trips for no other reason than they could. We don’t always feel as if we’ve earned the right to get personal with them but ultimately, this is a very personal product for their families. This is a life changer for them personally.
It’s additionally formidable due the resistance we’ve built up to exasperating our clients to give us deeper objections. If our biggest fear is that they’ll have other desires that will utilize more than they can allot, that’s a reality we should face as salespeople. If that’s the fear, then our job is to sell our product and sell it now, while they have the money. We should show people how this can enhance every other element of their future life and grant them more opportunity to make those illusions a possibility. We don’t need to just focus on their instant gratification with use in subsequent years. We’re experts at doing that as it is, and certainly we’ll show them how effective it’s use will be in our demonstration, but we should not forget to make them want the world. People who drink coffee and complain that they used to get coffee vouchers need to remember that they can exchange to Brazil with out product and get some fresh ground coffee beans that they’ll never forget. The world is a dream to most of the people and it’s something that they put on the sideline of their reality because they don’t make it a priority. We can change that.
We need to sell these dreams and their goals for the future. We need to create a legacy for the proud men and women that sit before us that will not have small fortunes or incredibly fame to leave their children. Their name and their remembrances could be echoed semiannually in the form of a piece of real estate that they enjoy and gather at in celebration of their life. This is a tangible way for them to grasp how they might gain more respect.
The hard part is people who say they don’t care, they’ll be dead. I dare bring a sense of balance to this picture and ask people how they were raised, and what they were given and if they wouldn’t have liked things to be different. I think most people will entertain the idea that they either did or didn’t have it the way they liked it and ultimately it will just be a money problem if they truly persist. No loving parent would ever deprive their children of the riches of the world if they could, but it’s hard to admit that you can’t afford to obtain the dream now, when you might really want it. They have probably even worked towards different goals they’ve failed at and are not complacent where they are, but are stuck. This is a painful admission.
One thing that is constant in these peoples lives is that they always have a goal or a direction that they are working towards. The problem is that they don’t always realize it’s what they were working towards. They struggle endlessly and make it sparingly so that they might do the little extras in their life that we so often take for granted. They finally get to a place that is good for them, but a financial set back occurs and they persist but the vicious cycle gets them in a loop of getting by that they just can’t escape. Fortunately, we have a solution to that problem called a monthly payment budget. We can sell the goals and dreams of future wealth to these people if we can make the magic payment happen. Very often we break down the payment to the ridiculous over the 10 year term and it looks appealing but doesn’t change the fact. Let’s change the fact. Over the next 100 years their family can 100 months of great vacations. That four bedroom villa just gave them 100 months of vacations for their future generations to enjoy for $125 a week based on $50,000. The larger we dream, the more practical the reality. There were no $50,000 timeshares 25 years ago. What will a $50,000 condo be worth in 100 years? These are lasting legacies and staples in the new American families lifestyle that aren’t going anywhere.
We’ll never be out of a job because there is longevity in dreams. If we dream of success it will occur, if we dream of fortune we will obtain it, if we sell the dream, we’ll change their lives.
You have to love a dream.