Selling The Invisible - Points To Consider....

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Kirby Ball

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I am currently reading an older book on marketing "Selling The Invisible" by Harry Beckwith (published 1997) and have found it to be a very interesting book.

Picked this up at the library after someone else here (sorry, I don't remember who it was) mentioned this author.

This book offers many ideas and strategies to consider. So, I thought I'd throw a few out there and see what happens.

I pulled these out of the "Marketing Is Not A Department" section of the book.




One Thing Most Experts Don't Know:

"If you're selling a service, you're selling a relationship."

Who Is Your Client?:

Before you try to satisfy "the client," understand and satisfy the person.

With Whom Are You Really Competing?:

Your real competitor is often sitting across the table. Plan accordingly.

Hit 'Em Where They Ain't:

Go where others aren't.

Study Your Points of Contact:

Study each point of contact. Then improve each one - significantly.

Voted Best Personality:

Be professional-but, more importantly, be personable.


Any thoughts or comments?
 
thanks Kirby
it seems like its being twisted and repeated almost everytime someone comes up with the latest sales technique. All good points. I especially like the one about your competition sitting across from you.
 
Selling The Invisible is an excellent read. I believe Jon (Sawdust) suggested it some time back.

Who Moved My Cheese? by Spencer Johnson is another good read. :)
 
Kirby Ball said:
I am currently reading an older book on marketing "Selling The Invisible" by Harry Beckwith (published 1997) and have found it to be a very interesting book.

Picked this up at the library after someone else here (sorry, I don't remember who it was) mentioned this author.

This book offers many ideas and strategies to consider. So, I thought I'd throw a few out there and see what happens.

I pulled these out of the "Marketing Is Not A Department" section of the book.




One Thing Most Experts Don't Know:

"If you're selling a service, you're selling a relationship."

Who Is Your Client?:

Before you try to satisfy "the client," understand and satisfy the person.

With Whom Are You Really Competing?:

Your real competitor is often sitting across the table. Plan accordingly.

Hit 'Em Where They Ain't:

Go where others aren't.

Study Your Points of Contact:

Study each point of contact. Then improve each one - significantly.

Voted Best Personality:

Be professional-but, more importantly, be personable.


Any thoughts or comments?
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"If you're selling a service, you're selling a relationship."
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Exactly.......This is the story, the approach, that James Malinchak used during his seminar @ Mobilebeat. A service is not tangible, it's not a "thing" a "widget", it is very inocuous. It can't be counted, weighed.

So what you are selling is a "feeling" of one person to another.

This I feel is the core of the selling profession, making new friendships. I remember a couple of situations in my career that bore out the friendship aspect of my work: The first was an acquantice (competitor), make a crack to a third party that they couldn't even get one of my clients to talk to him about a competing proposal, when the client agreed that it might be better/cheaper, but it didn't come with me in the package, ........Jim's a friend of mine.

That type of response to someone who "works the numbers"..(x number of calls equals ..% sales), that guy hates to hear that response, even though they may have the better program the client will never see it.

The second was a statement made at my retirement party by some of my competitors/friends, that now it would a fair playing surface, they didn't have to deal with "me and my friends"; Which represented some of the largest Business in the Northern California area.


The point is.......it becomes second nature for both parties, to do the right thing, (the friendship, the loyalty) is always bigger than the point at hand. Trust.....develops, and nobody can wedge there way, between that.........

As James Malinchak said.."the more friends you make the more prospects you will have"


The point of "...before you satisfy the client, satisfy the person" personalize it, the contact as people, as friends, then the client part takes care of itself.
 
My wife is a perfect example of the "touchy feely approach" to sales.

Her career is Premier Banker......she used to be a Branch Manager for a major financial institution (the one with "Higher Standards", the "Bank of Opportunity", etc).

When she was promoted to the new job, her original focus was on Hispanic customers (she is bilingual). Even though she was successful, they decided to put her into "Business Banking" (higher net worth customers).

So one day she might be visiting some Mexican restaurant owner and discussing a Home Equity loan, talking in Spanish (their native language)....or the next day she's with some CEO of a big local corporation, refinancing their home in Lake Tahoe that appraised at 3.2 million.

Her entire job is based on personal relationships........the progams of her bank are virtually IDENTICAL to that of Wells Fartgo, Sh1ttycorp, etc. What gives her the advantage? PERSONAL SERVICE that is unparalleled in the banking industry.

She is my role model.....and she is also Allie's role model too! (thank goodness for that).
 
DJMC said:
My wife is a perfect example of the "touchy feely approach" to sales.

Her career is Premier Banker......she used to be a Branch Manager for a major financial institution (the one with "Higher Standards", the "Bank of Opportunity", etc).

When she was promoted to the new job, her original focus was on Hispanic customers (she is bilingual). Even though she was successful, they decided to put her into "Business Banking" (higher net worth customers).

So one day she might be visiting some Mexican restaurant owner and discussing a Home Equity loan, talking in Spanish (their native language)....or the next day she's with some CEO of a big local corporation, refinancing their home in Lake Tahoe that appraised at 3.2 million.

Her entire job is based on personal relationships........the progams of her bank are virtually IDENTICAL to that of Wells Fartgo, Sh1ttycorp, etc. What gives her the advantage? PERSONAL SERVICE that is unparalleled in the banking industry.

She is my role model.....and she is also Allie's role model too! (thank goodness for that).
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Her entire job is based on personal relationships........the progams of her bank are virtually IDENTICAL to that of Wells Fartgo, Sh1ttycorp, etc. What gives her the advantage? PERSONAL SERVICE that is unparalleled in the banking industry.
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And the "operative" word here is "Personal".

When I started in the Commercial Insurance Field I started with an Insurace Company, Right out of College, as a Fire & Casualty Underwriter. Underwriting is a desk job.....not good for me....after 5 years I went into Brokerage business as Broker. Mind you not in the town I grew up in.....so I had to start at the bottom as far as making contacts. But that's why I chose this method..I didn't know anybody??? Joined Rotary, Industry Groups, Chamber Of Commerce and Toastmasters.

It was only in the first 2 years that I sent the solicitation letters....to get started......after that I was able to grow to the point of being one of the Largest Brokers in Town, thru these contacts. I was made partner 3 years after I joined the firm.

My technique (Contacts) was not the popular means of gaining new business back then...the numbers game was...."throw enough s*** up against the wall some is bound to stick" Believe me you will write some business, but there will be no loyalty......don't turn your back the next guy throwing "S*** will take your account.

This philosophy would adapt very well for those of us doing weddings as well as Corporates, really any type of events......if you can develop these friendships at the venue's, it works.....Developing friendships, does not mean just taking someone to lunch......it means frequent contact...Wish them Happy Birthday, send card, E-Mail, Phone call...any form of contact endears them to you....

I'm running on again..........
 
My wife sends out hundreds of Xmas cards every year....the bank pays for 'em.
She also will send flowers on birthdays, but only the customers that have 1.2 million on deposit....she also has an expense account and takes high rollers out to lunch.....sometimes she'll get the entire Luxury Box (24 seats) at Arco Arena to entertain her hispanic clients.

What must be emphasized, however, is that SHE DOESN'T PAY for these things, they are expensed off by her employer.

In my own business, by contrast.....I am very thrifty (not just with my $$$, but with my TIME) when it comes to Azz-kissing cards, e-mails, etc. (I have to foot the bill)...... Sure I'd be a lot busier.....but then I'd have less time to spend with family and less time available for taking care of the household.

When Allie is gone to college, my wife says I'll either need to take a P/T job -OR- take my business more seriously by setting up "Constant Contact" (e-mail newsletter system) or doing the rounds with the various facility owners banquet managers, who all know me, but (up to now) I don't feel that I really need to schmooze with them.....(I've offered my wife a management position in DJ-MC Entertainment, when she retires from banking.....she says "I would never want to manage you.....you're too lazy")
 
DJMC said:
My wife sends out hundreds of Xmas cards every year....the bank pays for 'em.
She also will send flowers on birthdays, but only the customers that have 1.2 million on deposit....she also has an expense account and takes high rollers out to lunch.....sometimes she'll get the entire Luxury Box (24 seats) at Arco Arena to entertain her hispanic clients.

What must be emphasized, however, is that SHE DOESN'T PAY for these things, they are expensed off by her employer.

In my own business, by contrast.....I am very thrifty (not just with my $$$, but with my TIME) when it comes to Azz-kissing cards, e-mails, etc. (I have to foot the bill)...... Sure I'd be a lot busier.....but then I'd have less time to spend with family and less time available for taking care of the household.

When Allie is gone to college, my wife says I'll either need to take a P/T job -OR- take my business more seriously by setting up "Constant Contact" (e-mail newsletter system) or doing the rounds with the various facility owners banquet managers, who all know me, but (up to now) I don't feel that I really need to schmooze with them.....(I've offered my wife a management position in DJ-MC Entertainment, when she retires from banking.....she says "I would never want to manage you.....you're too lazy")
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Ouch!!!.....But She is right! Again it does not have to be lunch's. What I use to do was hand deliver an endt. to a policy, make an excuse to go by their office.....they really appreciated that extra touch...........
 
DJ Gray said:
What I use to do was hand deliver an endt. to a policy, make an excuse to go by their office.....they really appreciated that extra touch...........
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Its he little things that make the big things happen

I hand deliver about 7/10 of my contracts (anything within a reasonable distance). Its the little things that people remember. If you can build a personal relationship aside from the business relationship they will be more likley to refer you
 
It's all about Selling Yourself, when you are selling a Service.
From Day one, this is the way I sell.

Funny Story: A Bunch of us DJs went out for a Networking Dinner at
the Keg (Local Steak House). So about 5 Company Reps with their wives
are all hanging out Drinkin' and eating!
Coversations got loud & funny (tryin to set the scene).

At one point in our conversation, Jokingly (sp?) I throw my hands up & tell off
the other guys, get up with my meal & drink and sit at another table where
a Mom & daughter are sitting (I asked first, I said those guys over there didn't
love me anymore). I actually finish my entire meal sitting with this family.

We talked for about 45min, discussing everything. So the mom asked what
we did & why we were out, I mentioned that we were all DJs. Guess what
happens next, Yes thats right the Daughter is getting married. She took
all of our Business cards. Next day I get a call. They booked me because
of me. I didn't even give them a speil. They just thought that I was soo down
to earth, the night of their wedding, I got a Gift Certificate to the Keg. She
said to take out the Guys again, and to eat with someone different as it made
their night. I bumped into my B&G last year and I guess the Bride still talks
about how she met her DJ!
 
If you can build a personal relationship aside from the business relationship they will be more likley to refer you
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That's what it's about.......again, when someone calls you "friend" they will be much more inclined to refer you to one of their other "friends".

You can actually have all the business you can handle if you are willing to circulate/network yourself frequently. That means joining and attending several different business/social, associations/organizations. It pays....

What I liked the best was the loyalty these clients/friends had to me.......
 
Some things I've done

Labled my vehicles... Its easier to sell the invisible when its not so invisible any more. Name recognition means everything. When someone searches the internet or looks through the Yellow Pages and sees a name they recognize they will be more likley to call. This has been a big one for me. A couple of months back i called to order a Pizza when I said my name the guy asked me if I was the "Sound guy" he seen my van driving by the shop a few times.

Passed out business cards to other vendors... How many times do you get asked about other vendors when signing a client? If you do then they do too. Be the first one in thier mind. Bartenders at functions have been a big boost for me. I picked up a 50th anniversary, a Wedding and a regular Friday night gig from one. Hang business cards wherever you get the chance to they are cheap

Talk Talk Talk... Tell everyone you meet that you are a Professional Mobile Disc Jockey or that You own A Disc Jockey Service whatever is easier for you to say. Its the **** against the wall theory something has to stick.The more people that know the more chance you will get calls. Dont tell them you do some dj work or you play music let them know you are a business owner

Go to where the client is... Wedding and trade shows. In my market I have exclusive rights in the DJ category to the local bridal show (this Sunday) Its the only major wedding show here. Last year $600 for the show brought me in about 15 bookings and at the time I didnt really have time to work the list

Signs.... Everywhere I play I hang my sign. I know alot dont agree with this and thats fine too. I think of people dancing and havin a good time and when they look up they see my sign and hopefully from then on associate a good time with the name. The only thing I wonder about this is does it deter them from coming up to get a business card thinking they can remember the number

Although I havent done it yet the first week of May I am joining the local Chamber of Commerce. They have a monthly pissup on a Thursday night. Free food and lots of networking. They also sell booths at the event so its like a small trade show once a month. For $110.00 membership for the year and $50.00 for the booth I have exclusive access to all the players in the area. Ill buy a booth in September and October in prime time for the holiday season. Ill be the only DJ in the chamber and they love buying from each other

All in all this is basic but sometimes we spend so much time reinventing the wheel that we forget the basics
 
Although I havent done it yet the first week of May I am joining the local Chamber of Commerce
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Excellent idea.....The Chamber is very good place to network usually the meetings/mixers, tend to have several representatives from the travel/tourism industrys...local Hotels. It's a good chance to mix with venue mgrs.

Also as a new business in town....... they have made no connections....Can You say Corporate Christmas Party??
 
In my area, the chamber of commerce is a big JOKE.......just a bunch of drunk old men who come to the mixers to get even more drunk.

A total waste of money and time....even my wife pulled her corporate sponsorship because (in her words) "Its like flushing $$$ down the toilet".
 
DJMC said:
In my area, the chamber of commerce is a big JOKE.......just a bunch of drunk old men who come to the mixers to get even more drunk.

A total waste of money and time....even my wife pulled her corporate sponsorship because (in her words) "Its like flushing $$$ down the toilet".
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I know in the past Roseville Chamber was good place to gather? Are you talking about the meetings or mixers? Also another good Place I found was Toastmasters.
 
DJMC said:
In my area, the chamber of commerce is a big JOKE.......just a bunch of drunk old men who come to the mixers to get even more drunk.

A total waste of money and time....even my wife pulled her corporate sponsorship because (in her words) "Its like flushing $$$ down the toilet".
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In alot of cases that might be true Matt but its still a good place to target corporates
 
Some might need to know demographics Matt lives in the sticks between Grass Valley and Roseville same folks who danced at his Friday night bar gig left the mixers to be his Friday night crowd lol Sorry Matt truth be known.
 
DJMC said:
I be talking about the Auburn C of C.

Can't say what the Roseville C of C is like......every area is different!
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The ones to attend are the new area's of town. Back years ago maybe 25 years back, when I started attending the Chamber mixers was in Roseville....which is a community adjacent to Sacramento on the east. Today new communities are forming north of Sacramento (Lincoln area), which would be the area to concentrate on in looking for clubs, organizations, to join. New area's where homes are built will eventually draw commercial business, so this is also a good place to network with corporates.
 
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