Today, we’re going to take a page from Verizon, Progressive Insurance, and NAPA Auto Part’s playbook!
All three have leveraged a sales tactic that most sales reps miss completely;
Making Intangible Things TANGIBLE!
Let’s take a quick look at each of these companies and how they absolutely ROCK this tactic!
Verizon
Take a look at those people behind the former “Can you hear me now” guy.
What do they represent?
The Verizon network.
And do you know what the “Verizon network” is?
An intangible selling point that;
They were able to make tangible by putting a face on it and;
Helping you visualize it!
They also put a human face on it! Before, you might have been inclined to think that a network, was a bunch of ugly ass cables buried next to the sewer pipes.
When people visualize an intangible, the intangible becomes more memorable.
Progressive
Look at that picture and take note of what Flo is holding in her hand.
Not the ray gun scanner thingy, the other hand.
It’s a box marked “Auto Insurance”.
Silly question time;
Do you know what insurance of ANY kind is?
An intangible!
What the hell does insurance look like?
When people visualize an intangible, the intangible becomes more memorable.
And now, my absolute FAVORITE!
NAPA Auto Parts
NAPA Auto Parts commercials usually show a situation where someone orders spark plugs or something.
The person behind the counter, gets the spark plugs and also includes a cool looking blue can.
The customer looks confused and the person behind the counter says something like this;
“Oh that’s the ‘NAPA know-how’ that comes free with every purchase. You get our advice, suggestions and expertise”
Brilliant!
Why?
Because they just made an intangible (expertise and know-how) TANGIBLE!
What Tom Taught Me About Making Intangibles TANGIBLE
I had the privilege of working with a sales rep who was ranked #2 (out of 350 sales reps).
We were walking into an appointment one day and I noticed that he was bringing in a small piece of luggage.
I asked him why and he told me he needed it to carry his “sales props”.
Once we got into the meeting I got to observe (in complete awe) what he meant.
When he talked about our 30 million dollar insurance policy, he pulled out the certificate of insurance. In that moment, he made an intangible TANGIBLE!
When he talked about the extensive training our franchises went through, he showed a training manual and said this is one of three manuals our franchisees go through during their 6 week training. He showed a DVD and said “This is one of 7 DVD’s they view as part of their reinforcement learning”
In that moment, he made an intangible TANGIBLE.
When he talked about our quality control, he showed 3 different internal forms that we used, including one for surprise inspections.
In that moment, he made an intangible TANGIBLE.
The “secret” to Tom’s success was in his ability to not only explain what made us different;
He was able to sell the intangible things we brought to the party by;
Making them TANGIBLE!.
Well enough about Verizon, Progressive Insurance, NAPA Auto Parts and our friend Tom;
How about YOU?
What are the intangible things YOU and your company bring to the party and;
How will you make them TANGIBLE!
Sales Managers: This would be a fantastic topic for discussion in your next sales meeting.
WAS THIS HELPFUL?
This is one of many ways to expedite your deals BEFORE year end, and;
We’re going to be discussing ALL of them during our webinar, How To ROCK Your Sales In The Fourth Quarter, October 3rd, at 11:30 am EST!
Here’s what you’ll gain by joining us;
- 4 Ways To Find Higher Probability Opportunities
- 10 Ways To Get A Decision Maker’s Attention
- 5 Of My BEST Email Templates
- 5 Mistakes You MUST Avoid In The Fourth Quarter
- 5 Ways To Expedite Your Deals BEFORE Year End
- How To Add Another 3-6 Selling Days, BEFORE Year End
You’ll also get something that you NEVER get when you attend other webinars;
Personalized feedback from the webinar host!
I’ve prepared an important assignment for you that I will share at the end of the webinar. Once you complete the assignment, I’m going to offer feedback and suggestions!
When?
Thursday, October 3rd, at 11:30 am EST. Can make it then? Sign up anyway and I’ll send you the webinar replay and all the resources listed below.
What Will You Get?
(1) 60 Minute Webinar
Worksheets So You Can Follow Along
Webinar Replay (In Case You Can’t Join Us Live or If You’d Just Like A Second Helping)
5 Email Templates
1 Assignment With Personalized Feedback From Paul Castain
Bonus PDF: The 11 Forms Of Evidence That Expedite The Sale
How Much?
$149.
Please click HERE to reserve your spot.
