The WHY For Invisible Sellers

by: Michael Jordan

Some readers might have considered dismissing this article simply because they presumed the term “selling” did not relate to them.  It is no secret that words like “sales” and “selling” have a negative stigma in our society.  We’re inundated by ads vying for our attention, “robo” calls on our cell phones and a number of other intrusive attempts to separate us from our hard-earned money.  It’s frustrating. 

Yet, the hard reality is that all of us have a need to sell people in our lives.  Parents sometimes have to sell their children on making the right decisions at dinner time.  Teachers certainly need creative selling skills in this age of constant distraction.  The list of examples is endless. 

Selling The Invisible

Conversely, we tend to easily define professionals trying to sell us an actual product, like a car, “sales people”.  What about dietitians, photographers and service representatives?  Are they not sales people?  Don’t dietitians sell the idea of a healthier version of their clients through food?  Don’t professional photographers sell inspiration, memories and adventure?  Don’t some service representatives get compensated for sales retention?   

We don’t typically think of these professions as sales because, as Harry Beckwith famously wrote about in his 1997 book, these folks are “Selling The Invisible” not a tangible “thing”.  You have to provide value in exchange for a fee. Value begets value and human connection along with an inward approach is mandatory.  

Simon Sinek’s TED Talk

When it comes to communicating the value of the inward approach, there is no one better than Simon Sinek.  There’s little doubt in my mind that the majority of my readers are familiar with THEE Simon Sinek TED talk.  I’m sure you’ve seen the clip where he discusses starting with WHY by drawing his “golden circle” to explain how companies like Apple leave the WHAT until the end of their marketing/sales strategies. 

If not, I’ll reserve judgement and just provide the link above.  Feel free to join the digital revolution when you’re ready.  

In the meantime, Sinek’s talk can be summarized by his now famous line “people don’t care what you do, they care why you do what you do”.

Simon Sinek is the author of multiple best selling books including Start With Why (global best seller), Leaders Eat Last (New York Times and Wall Street Journal best seller), Together is Better (New York Times and Wall Street Journal best seller) and Find Your Why. His latest book, The Infinite Game, will be available early 2019.

Understand that mine is but one opinion…

In other words, people are open to influence if they find your approach to be genuine and of course beneficial to them in a very personal way.  For example, I’ll tell any person willing to listen that my wife is the best sales person I know.  We have three little girls and she is able to influence them with personalization, calm talk and knowing what they need better than they do most times.

Since that TED talk was recorded in 2009, I’ve sat through countless conferences and sales meetings just like most professionals.  I’ve watched the same hype videos online.  I’ve listened to peers and politicians along with various other leaders invoke the WHY.  Sadly, I would say that more often than not it just misses the point entirely.  When it does, you can be sure it’s due to lack of empathy and clarity of the end client’s emotional needs.  

In industries that need them the most, the need for results overcomes inspiration in leadership. They may have pondered and answered the burning question of, why do they do what they do? But, they ultimately resign to answer it with a bias toward selling a product, gadget, or service no matter how much they try to mask that obvious fact. 

You could argue this doesn’t qualify as a true WHY.  Agreed.  Or maybe it is a WHY but not thee WHY.  The point of the matter is that they haven’t truly tapped into the empathy gene.  Unlike my wife, they fail to appeal to their audience’s most basic requirement for human connection before influence.

If you cannot get clarity of purpose, you need to stop whatever it is your doing and figure it out.  Don’t and you’ll pay eventually.  Believe me I’ve been there.  Indecision is black diamond slope dangerous.  Keep in mind, I don’t ski.

Sinek says “There are only two ways to influence human behavior: you can manipulate it or you can inspire it.”  I would argue that this is even more profoundly true for invisible salespeople.  While salesmen with widgets can occasionally sell an item to someone looking for what they have to offer, it’s very rare, for example, that a financial advisor gets an unsolicited client.  

Client acquisition for these invisible sellers requires trust and a keen awareness of human assets, key life milestones and true purpose.  Even if the client hasn’t been able to truly articulate all of it yet.   Financial clients don’t typically have a consumer mentality.  If they do, well let’s just agree that’s yet another article to write about.  

As a sales professional you have to tap into the WHY of the client not just yourself.  How do you do that?  You listen.  Then you listen some more.   As Harry Beckwith was quoted, “the more you say, the less people hear”. 

The more clarity of purpose you have for not just yourself but for your clients, the better equipped you will be to inspire.  Human connection is driven by empathy.  Empathy is understanding.  You can’t have understanding without first listening.  

“When companies discuss their problems, they talk about themselves. It’s not ego at work. It’s just that people talk about what they know, and what people know is their company. But what people really need to know—what you really need to know—is your customers and prospects. Get out, climb out, have someone pull you out of the tunnel.” - Harry Beckwith

As my buddy Steve Luckenbach would say, “seek to serve”.  Steve once had challenge coins made that read “why do my clients need me?”  I still have mine. Engage in developing long-term client partnerships while building mutual loyalty to them by putting answering that simple question. If you can do that, you will have found the true WHY and separated yourself from your peers and your competitors alike. 

As always, thank you for reading - MJ