Every time I listen to Neil deGrasse Tyson talk about the universe, the galaxy, or physics, I realize he is one heck of a salesperson. He can help me clearly envision what I don’t see. He can capture my imagination and interest. That’s exactly what’s needed in the next salesperson you hire - or what you need to find in yourself.
When I hired salespeople, I looked for two critical qualities in their abilities. One I called their ability to “romance a stone.” The second was the ability to sell a concept.
Romancing a stone was the easiest to assess. This was the ability to hold a pen, a mug, or any product in their hand and ‘detail’ the features, advantages, and benefits (FAB) of that product as related to the needs of the buyer. This skill is inbred in “peddlers.” Now, don’t get this wrong. If you are good - really good - at being a peddler, you have my admiration and respect. I need to deviate and tell you a story; that’s what people my age do.
In the mid-1970s, I was VP of sales at a company that had 10 different factories making everything from vinyl to wood to trophies, Lucite, and more. A client summoned me to his office, so I went to visit the CEO of Prudential Insurance and put on my best suit. He handed me a 24-karat gold pin and asked if I could make that for him. He only wanted a dozen and was willing to pay whatever it cost per unit and for the model and mold.
The pin was the bottom of a shoe. In the sole was a hole. It symbolized a peddler who wore out the soles of his shoes going door to door. I was told that the CEOs of almost all insurance companies had risen to that role from a career in sales. This small association of insurance company CEOs called each other “peddlers,” and that was a respectful word. From that day on, I gained a deeper understanding and respect for peddlers. If you are really good at being a peddler, you are, in turn, a really good salesperson. Double that if the product you are selling is an intangible like life insurance. So, a life insurance salesperson would make a good intangible salesperson - someone capable of selling creative programs and ideas.
A primary skill for the intangible seller is the ability to build trust. That starts with a foundation of situational questions. During this phase, the salesperson is building trust that they understand the customer’s needs and can provide creative solutions. They should be empathetic and tailor their presentation to the needs they discover. Intangible sellers need to be conceptual thinkers who can explain abstract ideas in relatable, concrete terms. That is the Neil deGrasse Tyson skill. They should be able to weave a story to make ideas come alive.
As we watch the commodity purchasing market being gobbled up by 4Imprint, Ink Masters, and other large distributors, the best way to gain and maintain clients is to be a value-added source. That creative service will get you loyalty - and commodity business, as well.
If you are building a sales force of reps who will have to find new clients, then your job is to hire a veteran of intangible sales. Perhaps they have a background in selling advertising, sponsorships, consulting, software-as-a-service, memberships, insurance, or design services. As an interviewer, you need to be armed with questions that will help you determine whether that person will be a good intangible salesperson:
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Tell me about the most intangible thing you’ve ever sold. How did you make it real for the buyer?
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How do you build trust with a prospect before you have anything tangible to show them?
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What’s your process for understanding a client’s needs before you pitch anything?
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Give me an example of when a client didn’t ‘get’ your idea. How did you turn that around?
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When your product or service isn’t easily quantifiable, how do you communicate its value?
Listen closely to the answers. Beyond giving good responses, see if the candidate tells a story. Notice whether they ask you thoughtful questions during the interview.
Concept or intangible sales take more time to become actual sales. It is critical that the candidate recognizes this and has the tenacity to stick with it until the rewards come in. Look hard at the candidate’s need for instant cash. If they have a peddler side, that can bring in product sales quickly and help cushion the time needed to deliver creative program sales.
If you’ve homed in on the right person, that “disinterview” is as critical as the interview. It starts with an open and honest presentation by you to the candidate, asking if they really want a job that can earn unlimited money - but may take six months to a year or more before the rewards are felt. They need to choose the right job, just as you need to hire the right person.
Joel D. Schaffer, MAS is CEO and Founder of Soundline, LLC, the pioneering supplier to the promotional products industry of audio products. Joel has 48 years of promotional product industry experience and proudly heralds “I was a distributor.” He has been on the advisory panel of the business and marketing department of St. John’s University in New York and is a frequent speaker at Rutgers Graduate School of Business. He is an industry Advocate and has appeared before the American Bankers Association, American Marketing Association, National Premium Sales Executives, American Booksellers Association and several other major groups. He has been a management consultant to organizations such as The College Board and helped many suppliers enter this industry. He is a frequent contributor to PPB and Counselor magazines. He has facilitated over 200 classes sharing his industry knowledge nationwide. He is known for his cutting humor and enthusiasm in presenting provocative and motivating programs. He is the only person to have received both the Marvin Spike Industry Lifetime Achievement Award (2002) and PPAI’s Distinguished Service Award (2011). He is a past director of PPAI and has chaired several PPAI committees and task forces. He is a past Chair of the SAAGNY Foundation, Past President of SAAGNY and a SAAGNY Hall of Fame member. He was cited by ASI as one of the 50 most influential people in the industry.