How many times have you seen a beer commercial where you’ll notice the person is drinking the beer, touching it and feeling it, and then you see that person drinking that beer looking and noticing someone else looking at them? That is level three selling. There are actually three levels of selling. Level one is touching, level two is letting them feel it, and level three is getting your potential customer to see other people seeing them with your product. Learn how you can get your sales presentation to build in the verbiage that not only lets people touch it but feel the product and in their mind’s eye see other people feel the benefits of your product.
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Level 3 Selling For Hyper Growth
I’ve done 360 plus podcasts. This one, if folks take some notes and put this into practice, will probably make people more money than all but five to ten other podcasts. This is called vision selling. I’ve done a couple of different podcasts similar to this, but this is a real world case study. I was on a mentorship call for a mastermind group for Robert Riopel. He had someone on the call named Kalya, who was outside of Bombay. When he came to the campfire time where I would ask, “What industry are you in? What’s your biggest challenge?” he had a very interesting challenge. His product is an explosive curriculum to get six to twelve-year-olds to learn faster and deeper. It’s fairly profound. He’s somewhat well-known.
I said, “It sounds amazing. What’s your biggest challenge?” He goes, “My challenge is I’m having a tough time selling the teachers this product. I thought it would be so much easier.” I said, “What are you doing? How are you positioning?” He walked me through it and he goes, “I tell the teachers if they implement this curriculum, they’re going to get a coupon for another curriculum.” I said, “Stop. That’s not going to work for this. That’s barely level one selling, let alone not even close to level two.” I could see all the faces on the call not understanding what I am saying. I said, “Apparently, Robert, you don’t have these guys listening to my podcast.” I was tooting my own horn. He’s like, “I can tell they don’t understand.” Robert is like, “Please walk them through the three levels.”
Getting somebody to touch your product is huge. Click To Tweet
I said, “Let’s back up. There are three levels of selling. The best way to explain this is to use a car dealership scenario. Let’s say you sell a brand new Corvette. Level one selling is can you get a man to come onto your lot to physically walk around a brand new Corvette and hopefully even touch that thing and literally run his hands across it? Can you get them to touch your product? Level two is can you get them to sit in that car, turn the key, and go for a test drive so they can feel it?” Level one selling, can you get somebody to touch your product? That’s huge.
Why do you think so many mega companies give away free samples? Why do you think real good bars and taverns do beer flights so you can have four ounces of five beers so you know next time which one you like the best? Touching is level one selling. If you just have a website where you’re just letting people see or hear your stuff, you’re not even level one selling if you’re not somehow some way giving people a sample.
Level two, can they feel it? Can they literally press the gas, get their head blown back to the seat, and just get rocketed from zero to 60? Can they feel it? Many would think, “If I can get them to feel it, that’s selling.” Level three selling, if you really want to get that guy to leave with that car is this, “Can you get that person in his mind to see himself pulling into his driveway and seeing both of his neighbors on each side of his house, outside raking leaves or cutting grass, and seeing him pull into his garage with his brand new Corvette?”
If you can get your potential customer to see other people seeing them with your product, that’s level three selling. How many times have you seen a beer commercial where you’ll notice the person is drinking the beer, they’re touching it, they’re feeling the beer? Then how many times do you see that person drinking that beer or that Hennessy Cognac or whatever looking and noticing someone else looking at them? The Dior and the Louis Vuitton commercials, how many times is somebody else looking at them wearing the jewelry? That is level three selling.
I said to Kalya, “Forget the coupon. That’s barely level one. They’re barely touching the product. If I’m you, I’m going to sell this to the teachers and literally build this big case where if you implement this for six months, these kids are going to be graduating sooner, faster, better with higher GPAs to where the principals of the school are going to barge into your teacher’s room saying, ‘What are you teaching these kids? This is amazing. We’ve got to bring this to the board.’” You should have seen Kalya’s face. He said, “I’ve got to rewrite this script immediately because that’s powerful.” Here’s what I’m here to tell you.
How can you get your sales presentation to build in the verbiage that not only lets people touch and feel the product, but in their mind’s eye see other people feel the benefits of your product? That is level three selling. I hope this helps. Take care.