May 13, 2012
Selling Ideas

In the advertisement to your left, it looks as if someone is selling an SUV or perhaps a brand of bicycle. But, actually, neither is the case. The SUV and the bikes are only a means to an end.

Well then -- "What is that end?"

Or, to put it another way -- most people don't like buying things. The decision to buy something, in fact, brings up a lot of obstacles and challenges to overcome, including coming up with the money.

So, why DO people buy things?

For example, when the person buying the SUV to your right calculates the cost of the base model, and then adds on the navigation and entertainment systems, that person won't be smiling

And when he/she finds out the costs of the added service package, special coating, and fancy rims... still no smile.

So, what got the buyer excited enough to get off the couch and go to the SUV dealer? What was so compelling?

Here's the big secret: People don't pay money for the stuff they buy. They pay money for what the stuff represents -- the IDEA behind the stuff.

The above advertisement is designed to embed the idea into the mind of the consumer that he or she -- upon buying the SUV -- will experience Nature, Rugged Adventure, Freedom, and the Conquest of the Wild.

Now THAT'S worth quite a lot, don't you think? Especially if the buyer doesn't actually have to do anything but buy the vehicle to achieve it!

Why risk snake bites, ticks, and bears when you can have what you want without ever having to be uncomfortable -- the idea of Nature, Freedom and Adventure!

Furthermore, all a person needs to know is that the idea can be achieved. Most people are happy with their purchase even if their original idea is never played out.

The bottom line, for salespeople, is this: focusing on the stuff you are selling is secondary -- a massive misstep that salespeople make a lot. It's a waste of time because buyers are mainly paying money for the idea of what can be achieved or experienced once they possess the thing they are buying.

In other words, people are buying a means, not an end.

So, stop selling stuff and start selling ideas!

With ideas, you don't have to sell at all -- just get out of the way. Ideas, if they are compelling enough, will sell themselves.

-- by Paul Roth, Idea Champions Chief Collaboration Officer

Idea Champions
Collaboration Training
Idea Champions webinars

Posted by Mitch Ditkoff at May 13, 2012 07:11 AM

Post a comment

Thanks for signing in, . Now you can comment. (sign out)

(If you haven't left a comment here before, you may need to be approved by the site owner before your comment will appear. Until then, it won't appear on the entry. Thanks for waiting.)


Remember me?


Who Are We?

Idea Champions is a consulting and training company dedicated to awakening and nurturing the spirit of innovation. We help individuals, teams and entire organizations tap into their innate ability to create, develop and implement ideas that make a difference.

MitchDitkoff.com
Click here for the simplest, most direct way, to learn more about Idea Champions' semi-fearless leader, Mitch Ditkoff. Info on his keynotes, workshops, conferences, and more.
Storytelling at Work
Storytelling at Work is Mitch Ditkoff's newly published book about the power of personal storytelling in business – why it matters and what you and your organization can do to leverage the impact of storytelling in the workplace.
Top 5 Speaker
Mitch Ditkoff, the Co-Founder and President of Idea Champions, has recently been voted a top 5 speaker in the field of innovation and creativity by Speakers Platform, a leading speaker's bureau.
Authorized Reseller Logo – GoLeanSixSigma.com
Workshops & Trainings
Highly engaging learning experiences that increase each participant's ability to become a creative force for positive change
Brainstorm Facilitation
High impact certification training that teaches committed change agents how to lead groundbreaking ideation sessions
Cultivating Innovation
Your "best and brightest" are the future leaders of your company, but unless they know how to foster a culture of innovation, their impact will be limited. A one-day workshop with us is all they need to begin this journey.
Our Blog Cabin
Our Heart of Innovation blog is a daily destination for movers and shakers everywhere — gleefully produced by our President, Mitch Ditkoff, voted "best innovation blogger in the world" two years running.
Team Innovation
Innovation is a team sport. Brilliant ideas go nowhere unless your people are aligned, collaborative, and team-oriented. That doesn't happen automatically, however. It takes intention, clarity, selflessness, and a new way of operating.
Webinars Powered by
Idea Champions University
Webinars for online training If you enjoy our blog, you will love our newly launched webinars! Our training is now accessible online to the whole world.
Awake at the Wheel, Book about big ideas If you're looking for a powerful way to jump start innovation and get your creative juices flowing, Awake at the Wheel is for you. Written by Mitch Ditkoff, Co-Founder and President of Idea Champions.
Featured in Alltop Guy Kawasaki's Alltop "online magazine rack" has recognized Idea Champions' blog as one of the leading innovation blogs on the web. Check out The Heart of Innovation, and subscribe!
Face the Music Blues Band The world's first interactive business blues band. A great way to help your workforce go beyond complaint.

"In tune with corporate America." — CNN
© IDEA CHAMPIONS