Do you sell products or dreams
Do you sell products or dreams
In August 1963 Martin Luther King had a “Dream”. Forty three years later we are still quoting him… Why?
Eight Months later at his Rivonia Trial, Nelson Mandela dreamed “I have cherished the ideal of a democratic and free society in which all persons live together in harmony and with equal opportunities”
Twenty years later Bill Gates said that in his dream one day every desk in every office would have a computer in it. Well... we have certainly bought into that dream.
You buy a 4x4 because you dream of the bush or of that parking space on the pavement out side the rugby stadium. If you were to buy logically you would probably buy a “city golf”!
You buy a new bath plug because you dream of long, soak in the bath without the water draining away, or you dream of not being nagged by your wife because you forgot to buy it.
You buy a house because you dream of those lovely summer evenings on the patio drinking red wine with your partner.
When you buy new furniture you are dreaming of a beautiful house. A Diary and you are dreaming of a well organised life next year. New clothes and you are dreaming of a beautiful image.
In almost everything we buy, we buy into the dream not the product.
Martin Luther King knew that. Steve Jobs and Bill Gates know that. Richard Branson and Bob Smith know that.
Who’s Bob Smith? Well… When I first started to write I used to do all the shopping. My wife said that if I was going to sit around the house all day doing nothing I might at least do the shopping. I guess that’s fair enough so I used to do all the shopping for the groceries once a week. That is when I first met Bob. Bob used to be one of the car guards near the local supermarket. When I parked my car to do the shopping Bob would come over and great me like a long lost friend and then say “Don’t worry Sir, your car will be here for you when you get back, safe and sound, not a scratch. And you know what? It always was. Bob sure knew how to sell dreams and made quite a nice living from the tips he got from his regular customers. I know that I would always try to park in Bob’s area, dreaming about an undamaged car on my return, and I was never let down.
Dreams are powerful things. Dreams drive the imagination to drive us into action. If you can get into people’s dreams you are helping guide them into future action.
Sales people the world over have discovered that to be truly successful you have to be part of your customer’s dreams.
Do you sell products or dreams - To learn more about this author, visit Richard Mulvey's Website.
Like this article? Share it with your friends
Do you sell Products or Dreams?
In August 1963 Martin Luther King had a “Dream”. Forty three years later we are still quoting him… Why?
Eight Months later at his Rivonia Trial, Nelson Mandela dreamed “I have cherished the ideal of a democratic and free society in which all persons live together in harmony and with equal opportunities”
Twenty years later Bill Gates said that in his dream one day every desk in every office would have a computer in it. Well... we have certainly bought into that dream.
You buy a 4x4 because you dream of the bush or of that parking space on the pavement out side the rugby stadium. If you were to buy logically you would probably buy a “city golf”!
You buy a new bath plug because you dream of long, soak in the bath without the water draining away, or you dream of not being nagged by your wife because you forgot to buy it.
You buy a house because you dream of those lovely summer evenings on the patio drinking red wine with your partner.
When you buy new furniture you are dreaming of a beautiful house. A Diary and you are dreaming of a well organised life next year. New clothes and you are dreaming of a beautiful image.
In almost everything we buy, we buy into the dream not the product.
Martin Luther King knew that. Steve Jobs and Bill Gates know that. Richard Branson and Bob Smith know that.
Who’s Bob Smith? Well… When I first started to write I used to do all the shopping. My wife said that if I was going to sit around the house all day doing nothing I might at least do the shopping. I guess that’s fair enough so I used to do all the shopping for the groceries once a week. That is when I first met Bob. Bob used to be one of the car guards near the local supermarket. When I parked my car to do the shopping Bob would come over and great me like a long lost friend and then say “Don’t worry Sir, your car will be here for you when you get back, safe and sound, not a scratch. And you know what? It always was. Bob sure knew how to sell dreams and made quite a nice living from the tips he got from his regular customers. I know that I would always try to park in Bob’s area, dreaming about an undamaged car on my return, and I was never let down.
Dreams are powerful things. Dreams drive the imagination to drive us into action. If you can get into people’s dreams you are helping guide them into future action.
Sales people the world over have discovered that to be truly successful you have to be part of your customer’s dreams.
Do you sell products or dreams - To learn more about this author, visit Richard Mulvey's Website.
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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