1. Imaginative strategist
2. Conversational storyteller
3. Demonstration engineer
4. Experience architect
5. Customer advocate
We’ve talked about laying a foundation of principles, working with the building blocks of convincing, and the five tools every seller needs in their toolbox. What we haven’t touched on are the skills you need to pull it all together.
Whether you are an new apprentice, a practicing journeyman, or have achieved the status of master craftsman, you need to focus on and constantly develop these five skills.
The Five skills of an Idea Mechanic:
It was 10 am Sunday morning. I had just hopped a plane and flown 1200 miles. Now I was in Plano Texas, standing in a conference room at EDS. Our best Cisco customer, Bank of America, was outsourcing their Information Technology (IT) department to EDS, including the decision to install 180,000 new telephones in 4,500 branches.
The EDS director leaned back in his chair, crossed his arms, and said “I like Nortel. I know Nortel. You’ve got ten minutes; convince me to choose Cisco instead of Nortel for the new phone network. Start talking.” Two things helped me change his mind: an idea and a strategy. He liked the idea and loved the strategy. That was the beginning of a $30 million deal.
Sometimes, like with EDS, you know you’ve walked into an intense selling situation. Often though, your best selling opportunities will come from subtly telling your story during a relaxed and informal conversation. Sit down and chat over coffee or go play a round of golf. Take a walk. Find an environment where you and your buyer can relax and enjoy a good visit.
As children we grow up listening to stories. Our brains are wired to think in terms of a story rather than facts and figures. Be prepared to sell even when you don’t expect it; always have a few short stories ready to pull out of your pocket. Short stories that sell, well told and woven into the fabric of a good conversation, are way better than formal meetings and presentations.
“Great story, now prove it!” It’s human nature that we need to see and touch proof to believe what we’ve been told. Sometimes we can’t quite imagine a concept and we need to see it presented and working. The art of giving a great demonstration is to pick a point to make, keep it simple and practice your performance until it becomes second nature.
To create a convincing demonstration, think like an engineer. Engineer comes from the Latin word “ingeniare”, meaning to contrive or devise. In Engineering school we learned basic science, but we were also taught the science of problem solving. Give it some thought, I’ll bet you can create a convincing demonstration that will leave no doubt in the mind of your buyer.
An architect is not just a designer, they are a visionary. Architects like to envision a solution that not only solves a problem, but leaves a lasting impression in the mind of their audience. As I’ve said before, nothing makes an impression on a buyer like an engaging, entertaining, and rewarding experience.
Probably the best experience architects in the world are the Walt Disney Imagineering team. The group was started by Walt Disney in 1952 to oversee the creation and the construction of Disney’s theme parks around the world. Disney Imagineers are renowned for blending creativity, expertise, and technology to create one-of-a-kind, unforgettable storytelling experiences.
If you want to sell effectively, you have to think like a buyer. Now – as the buyer – imagine you just bought what your seller is selling. Are you happy? Will you tell others? Are you disappointed? Did your purchase live up to what you were expecting? Did your buying experience live up to what you were expecting?
Many sellers won’t ask a buyer if they’re happy. They just assume they are (or they don’t care). If you want a long-term relationship and you want your buyer to buy again, do more than ask them if they’re happy; become their advocate. They need to know that not only do you think like them, but you always have their best interests in mind, both before and after the sale.
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Are you comfortable with these five skills? Would you like to hear more ideas and learn more tips? Follow theideamechanic. I help people sell. I can help you sell too.
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