Simon Sinek, author of the fascinating book called, Start with Why: How Great Leaders Inspire Action, has explored some very important information related to sales. Sinek looks at what makes exceptional companies successful. In an 18 minute Ted Talk where I first met Sinek, he backed up his tag line, “People don’t care what you do, they care why you do it” with some impressive research and examples.
Sinek explained that the human brain has three different layers. The top layer is the neo-cortex; it is responsible for rational and analytical thought, including language. The second two layers make up the limbic division of the brain, which is responsible for emotions, feelings, and behavior. Sinek asserts; if you sell a product based on its features and benefits, you will have a hard time convincing people to buy it. However, if you show people why they should believe in you or your company, they will buy anything you have to offer.
Apple is the perfect example. While it’s no secret that apple has amazing products, they don’t primarily market the benefits or features of their products. “Start something new,” is their tag line and the first thing you read when you enter their online store is, “Whatever you can imagine, you can bring to life with Apple products. So start mixing that melody you can’t get out of your head. Start filming your cinematic debut. Start painting in oil, watercolor, or charcoal with the swipe of your finger. Because when you start with amazing products, you can create amazing things.” Although Apple does mention some benefits of their products, they are primarily selling you themselves, their brand. Sinek suggests that most people don’t buy Apple products for what they can do, they buy them because they trust the company.
What kind of salesperson will you be? Will you be a person who sells features and benefits ? Or will you break out of the mold and risk selling yourself and the mission of your company?
BoweryJE22
This also applies to leadership in a way because we need to be sure that we have people that believe in us. If the leadership believes in this and the whole team below them does too, you have a common mission. This is where lot of the disconnect comes from I feel in businesses. The salesperson on the floor is not as motivated by the why as the CEO. This is not the case at Apple. This is essential in today’s sales landscape. Have a story and a meaning behind your product.
This is so true Graber! Today’s sales world is so much more about selling emotions and experiences. Products and services are a means to an end – not the end in and of themselves. Once you realize that selling is all about what happens to the user during and/or after they’ve used your product, your whole selling method totally changes.
Smitty, that’s a great point. In fact, that’s one of the main things Sinek talks about in the video (click the TED Talk link in the article above to check it out). If business leaders and CEO’s can inspire the people that work for mission of the company, everyone will be better off in the long run.
I agree that motivations are very important to communicate to your prospective customers. We should have a reason behind everything we do, and selling is getting people to come alongside those reasons. If I have a vision for my product or organization, sharing that vision with prospects draws them in and understanding the vision gives them the opportunity to contribute to it.