Seven reasons why experts are the best salespeople
When we hear the word ‘salesperson’ we often don’t associate it with names such as Bill Gates, Steve Jobs, Elon Musk or Nelson Mandela. However these ‘experts’ are some of the best salespeople on the planet.
Imagine how difficult it must have been for Musk to sell his vision for Tesla Motors to investors, employees and the public. His first task was to create an electric car – in 2003 there were no successful electric cars he could model – a car that would cost consumers over $100,000. He then persuaded the government to loan Tesla Motors U$465,000,000 for a company that he admitted had a 10% to 20% chance of succeeding.
Most people would say Musk is a visionary or a rocket scientist and very few would recognise him as one of the best salespeople on the planet. Musk has positioned himself as an expert, allowing him to become a master salesman.
After deciding it would be easier for people to purchase rockets from him if they knew who he was, Musk decided to tell any media outlet that would listen of his ambitious goals: to create a multiplanet civilisation and to retire on Mars. This allowed him to capture the public’s imagination and position himself as the expert in this field.
Master salespeople know that nothing happens until a sale is made. People love to buy but hate to be sold to.
Master salespeople know that nothing happens until a sale is made. People love to buy but hate to be sold to.
Doctors are among the best salespeople in our society. They listen to your problems, evaluate your health and then prescribe you a solution. Most of us blindly trust doctors because they’re experts. If they prescribe us with a new wonder drug, most of us will buy it.
At school we are all taught to trust, obey and follow the experts –the teachers. In the real world the experts are the thought leaders in each industry.
So why are experts such good salespeople?
- They are compelled by a strong sense of vision and purpose.
- You’ve heard about their credentials before you’ve met them.
- The media says they’re the best in their field.
- They educate the public and are very knowledgeable in a certain field.
- Other experts admire their ability.
- They speak with authority.
- They value their time and communicate in a direct manner.
Richard Branson said that above all, Nelson Mandela was a great salesperson. In his book, Business Stripped Bare, Branson says that it was rare for him to have a dinner with Nelson Mandela without writing a cheque for around a million dollars.
Whatever field or industry you’re in, being able to influence and persuade people is essential.
When we buy from an expert we often have no idea we have been sold to. An expert is a professional. An expert is a leader. An expert is a master salesperson. Expertise should be the goal of every sales professional because experts have the power to change the world.
Nick Hughes, Co-founder, Orange Whistle
