How to sell anything to anyone

This a complete breakdown with examples of how to sell anything to anyone. Use it, save it, share it, because it will be something you can apply day to day.

“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”

This is probably one of the most famous quotes about how to market and sell a product or service from Professor Theodore Levitt, Harvard Business School.

Why it works

Every product provides a service or a solution to a problem a customer is facing. Theodore Levitt described it by using the example of a drill that produces an outcome such as hole. The reality of owning a drill could be considered a luxury of sorts as it will only be used on average about 15 minutes during its entire lifetime. So to sell the drill they brand focuses on the benefit.

Selling benefits

Selling and marketing benefits is to this day the most persuasive form of sales and marketing. The reason why it is so effective is due to human emotions. As humans we seek out products and services that provide status or prestige (make the customer look/feel good), provides security, or has anticipated emotional benefits (reduces stress, will be fun or make us happy). People buy on emotion, either physically, emotionally or spiritually.

Words matter

When I was working at Deloitte, we were taught about the nuances in language and how to communicate to trigger an appropriate emotional response.

We were told to avoid words that spark logic or fear in the active selling phase.

Clients don’t want to be over sold so don’t use the word price instead use the word investment.

Don’t use the word contract instead say paperwork or agreement, and we never asked a client to sign it rather endorse or approve.

Avoid the word objection and instead use concerns

Don’t use the word deal rather opportunity

Don’t use the word problem instead challenge

Subtle changes in how we communicate can be incredibly powerful and persuasive. The best sales teams, markets…