Selling Your Idea

By Sam Chand

If you are a leader, you have ideas. And if you are a leader, you’re going to try to convince others about how great your ideas are. That’s what leaders do. They get an idea, tell others about it, build a coalition or alliance, and then make plans to implement that concept. The question is, How do I even get out of the gate? How do I sell my idea? Here’s a simple thought: Do not sell the thing; sell the benefit of the thing.

You purchase a vacuum cleaner, for example. But really, in essence, you did not buy a vacuum cleaner. You didn’t purchase it in order to leave it in the box and stare at it in the corner of the room. You bought the benefit of a vacuum cleaner—clean- liness and a lack of dust or pet hair. Nobody buys stuff. They buy that stuff’s usefulness. Oftentimes, when we start with the product, we lose people quickly because they’ve been pitched an endless array of goods. Through television, radio, social media, door-to-door salesmen, and the stores they visit, they’re inundated with products they could spend money on. However, when you start first by talking to people about the assets of the product you’re selling, it opens their minds to possibilities before they shut down. You had an idea, and you saw possibilities, but the thing that you have to sell to your customers and clients are the benefits.

An estate attorney sells wills and estates not because people value pieces of paper but because they value leaving their family and loved ones with security. Real estate agents sell property not because the properties in themselves are inherently valuable but because buyers see the potential to build a business or a life on that property. A church “sells” its mission and vision not because people think the church building is so important but because its values and ideals are things that Christians (and sometimes even non-Christians) can get behind.

So the next time you’re going into a meeting, or you’re talking about an idea, don’t sell the thing. Sell the benefits. Here’s a little homework for you: Make a list of all the advantages—the most valuable perks—that come with it. Then, you can take those benefits into the meeting so that people can buy into them, see the possibilities, and say yes to your idea.

This blog was extracted from Sam Chand's new book, Turbo Leadership: Power points for maximum performance. Get your copy today and read more about leadership strategy, best-practices and growth by visiting SamChandBook.com.