A sale is often completed in business without any inspection of the actual products by the purchaser; as when the sales person shows a picture of it with a catalog number. The “goods” are to be delivered later. However, the selling process is finished; though only the mind’s eye of the buyer has seen what he anticipates getting on his order. The sales person has presented nothing except certain ideas to the mental vision of the prospect. But these ideas have been sold so realistically to the imagination of the purchaser that he gives his order for what he expects.

Suppose the products delivered later do not correspond with the particular ideas about them that have been sold. For example, the device shipped is not the same as the sales person pictured when he got the order for it. Then there has been no sale of the different “goods.” The intending buyer bought particular ideas, and he will not accept the delivery of products unlike the ideas sold to him.

Sales person doesn’t really sell products. He or she sells ideas about products.

Let me give you an example: a real estate agent describes a bungalow to a potential home buyer. She shows plans and specifications, with accurate dimensions; there is no misrepresentation of any detail. The agent especially emphasizes that the bungalow would make a “cozy” home. The prospect decides to buy the property saying, “If it is as you describe it, I’ll take that place.”

The sale to his mind has been completed.

All that remains is delivery of a bungalow corresponding to the ideas sold. The delighted real-estate agent takes the buyer to the “cozy home”, but the empty rooms do not confirm the idea emphasized to the prospect. Real-estate agent has made the mistake of omitting to learn the other person’s conception of a cozy home before selling the expectation of coziness. She is shocked when the sale is canceled with the prospect’s contradiction of her description, “There’s nothing cozy about this place.”

The intending buyer of a home feels there has been a misrepresentation; though the bungalow is exactly like the plans and specifications shown to him. He was sold an idea that “the product” have not delivered; so he declares the sale off.

Remember this two steps next time when you are visiting your prospects: a sale is a successfully completed only when true ideas are sold, and afterward are delivered by the product or service.

Sales people sell ideas, not products is a post from: The Science and Art of Selling by Alen Majer