It is one thing to sell to a person; it is another to have them sell it for you. In this episode, Ken Courtright talks about the three levels of selling, and why the third level is important to achieve. Here, you go beyond convincing someone to try your product. Instead, the goal is for you to make the buyer’s peers see themselves using your product as well. Listen as Ken expounds on the topic and gives us a practical analogy.
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Level 3 Selling
This is episode number 90. I’m excited to get to this one. I learned this lesson in 1993. This is called Level-Three Selling. For everybody out there that sells something, which is 100% of our audience, we can acknowledge that we’re all salespeople. I usually say that we’re selling a spouse on marrying us. We’re selling a banker on loaning us money. I’ve often said that we’re selling kids on behaving. I’m going to add the number one person we’re selling is ourselves, that we’re a good person. We can do things. We can accomplish things. We can pick ourselves up and dust ourselves off. For the sake of argument, let’s first say that we’re all salespeople. If we’re salespeople, what are the rules? I’m here to tell you that there are three different levels of selling something. I’m going to use a car salesperson analogy to paint this picture. Level-one selling would be, can you convince someone through radio, TV, highway billboards, referrals, in some way, shape or form, can you sell someone to come to your car lot to see the car?
Level-two selling is, can you be convincing enough to get them to sit in the car, feel the car and drive the car? Can you get them to feel it? Level-one selling is can you get them to see it physically in person? Level-two is can you get them to feel it physically in person? Level-three is psychological. Can you get that person somehow some way to picture in their mind them driving that new car home? They pull into the driveway and their next-door neighbor sees them get out of that car and says, “Nice car.” Can you get them to see their neighbor seeing them in that new vehicle? That is called level-three selling. I was sharing this with a business coach at a thing called CEO Space and he says, “Help me with this because I’m trying to close a huge deal with Tony Hsieh at Zappos.”
I said, “I can walk you through it. Give me what you’re selling.” He says, “I’m a business coach. I’ve built a five-step product that if Zappos can put their people through this course, it’s like discipline or training, then their people could work together more. They could eliminate waste, increase production, save money, and add a fortune to their top-line gross revenues.” I said, “Let me paraphrase this. You have a training module and personal training. First, you start and you go into a presentation. You’re either going to teach the management a new modality of HR management, motivation training and things like that, then there are follow-up packets where these people almost get certified in raising their performance. It’s like a performance evaluator.” He’s like, “You got it. No question.”Selling is always a feeling. Click To Tweet
I said, “Number one, can you get Tony Hsieh to view or see, like in the cars, can you get someone to the car lot to see the car? Can you get Tony Hsieh to see each employee in the same likeness as a horse pulling an amount of dead weight?” There’s an old adage that an average horse can pull about 1,800 pounds on skids like a sleigh. I said, “Can you get him to see that?” He’s like, “Why would I do that?” I said, “If you can get him to see that, you might get him to feel the next phase, phase two” Level-two selling is always a feeling. Number one, “Can you get him to view his employees as a horse pulling something or producing?”
I said, “You need to explain to Tony that if two horses can get physically yoked together, you physically lock them together, you put a yoke around their necks and shoulders. When two horses pull at the same time, it is 1,800 plus 1,800. That would be 3,600 pounds. Two horses yoked together can pull something 5,000 to 6,000 pounds. It’s exponentially greater because they are linked together. They’re pulling in the same direction, and there’s a compound effect of two horses working in the same direction.” He started to smile. I could see that he was getting this. I said, “Can you get Tony Hsieh to see two employees coming together, working in unison side by side on the same project in a streamlined fundamental way using your program?”
He said, “I can absolutely sell that. I can get him to see, if his employees go through my program, they would then be working closer together, they would eliminate waste and they’d be pulling much stronger.” He goes, “I can sell that.” I said, “Fine, then the level-three selling is simple. All you’ve got to do is find a way to draw out the verbal description of all of these 800 or so employees all yoked together, walking, pulling and working in the same direction.” One magical day, you’ve got to get him to visualize that revenues are going to grow enough and expenses are going to drop enough that the profit gap is going to grow substantially. You’ve got to get him to visualize another business owner, another entrepreneur, part of his board of directors turning to Tony Hsieh and saying, “Tony, what are you doing there? What is causing this extreme profit? What are we doing this year that we weren’t doing last year?” Tony would have the pride to say, “Honestly, we instituted so and so program. It’s been unbelievable for us and that’s it.”
The bottom line is, you’ve got to get Tony to see one of his peers acknowledging the benefit of that new program. He goes, “Ken, you have no idea what this is going to do for me. I’m going to go back and rebuild my whole slide deck to present to Tony Hsieh.” Level-three selling is, number one, can you get your potential client to physically see and/or touch the item? Number two, can you get your potential client to physically touch it and try it on? Can you get them to role play in it a little bit as if they owned it? Give them a bite-sized sample, if you will. Number three of level three selling is, can you get a peer like the neighbor seeing the person drive home in that new car? Can you get a peer figuratively seeing them, absorbing and eating the benefits of your product? That is called Level-Three Selling. It is powerful. I hope this helps.
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