Ready for another tip from The Great Persuader? (I sure hope so!) Today, I’ll be elaborating on the second tip from Benjamin Franklin’s formula for great selling: Design.
According to Ben Frank, it is imperative to paint a picture of the product in order to sell effectively. When Ben invented the lightening rod, he described to investors how the lightening rod would protect houses from being struck by lightning. With each lightening rod, Ben Frank emphasized the practicality of the lightening rod, rather than the specifics (i.e., metal composition, measurements, etc.) Later in his career, Franklin invented the bifocals. When selling his product, Ben showed potential investors how he could identify the different trees outside his window while still reading a book with the same pair of spectacles. In both cases, Ben Frank did not sell specifics. He sold stories.
The key here is that Ben knew potential backers would not invest their dollars in something intangible. They not only had to picture how the new product would work but how that specific product would enhance their life.
Don’t swamp potential buyers with the numbers and details about the product. The truth is that buyers do not care if your product has the newest software update or latest features – at least they don’t care yet. True selling begins when the buyer has started to visualize the product in their life because the seller painted a picture of a product they can’t live without.
Take Benjamin’s advice, and you’ll be racking in those “Benjamins” in no time. Paint a picture.
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For more tips on selling success, check out additional articles in the series, “Making Bank” with Ben Frank:
Sales Tip Series (1 of 4): “Making Bank” with Ben Frank
Source: Humes, James. Speak like Churchill, Stand like Lincoln: 21 Powerful Secrets of History’s Greatest Speakers. Prima Pub, 2002.
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I really like this series, Molly! It’s interesting how good sales technique hasn’t really changed in the past 300 years, because people haven’t really changed. I like how you describe design and the importance of painting a picture, because if a customer can’t understand the picture as a whole, they’re not going to be impressed by the detailing. Sometimes as experts, it’s easy to get carried away in the nitty gritty and forget our audience, so I think your point is really helpful!
First off, I am a total sucker for a good title. Even in healthful living, I have to have a fun name, and what is more fun than rhyming?! I also fully appreciate the play on words you have going on. As for the article, I appreciate the combination of historical and conventional lessons you incorporated. I personally did not know Ben invented bifocals. You made it a point to talk about the importance of stories. Stories are what convey the most to people. Whether in sales or life stories are important. From analogies to fables, they all convey a deeper meaning and importance. Ben wasn’t selling glasses because they were an interesting new technology, but because they could help so many people see clearer. That is why they were successful. Not because of what they are but because of what they do to others.