So many things have changed since The Art of Selling Intangibles first appeared in the '80s and became an industry classic. Now, this financial services "Bible". or anyone who has to sell intangible solutions, products and services within the . This course is designed for those who are new to the art of selling or moving. download a cheap copy of The art of selling intangibles: How to book by LeRoy Gross . One of the acknowledged stars of the securities sales profession.
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I spend a lot of time thinking and writing about how better technology and an improved knowledge base are affecting the financial markets but. 5 days ago Trust is even more critical to selling intangible services  than it is to of an intangible services provider generally looks like a black art to the. The art of influencing and selling is neatly summarized by this quote taken from the .. of value being offered may be tangible or intangible. downloading and products or services, then think about providing a PDF download or a 'printer- friendly'.
Selling is Unprofessional. Take this three-part self-test.
First—if you saw, with crystal clarity, an opportunity outside your own area of expertise for a client to significantly improve her business—would you consider it a professional obligation to point it out to her?
Do you have a professional obligation to spend a little ti me working out the best way to communicate your insight, so your client can also see the opportunity?
Finally: suppose that the crystal-clear opportunity also happens to be within your area of expertise? Do you have a professional obligation to spend a little time working out the best way to communicate that value? If you are honest with yourself and your client about the value of what you have to offer, then it is the essence of professionalism to aggressively and pointedly help the client see that value as well as you are privileged to see it. There is of course one critical caveat in all the above.
You do have to be right about the technical issue. Myth 3. Clients Know What They Want. Particularly when they insist they do. If clients knew what they wanted, they could and they sometimes do draft their own wills, design their own information systems, manage their own financial portfolios. But the daily stock in trade of an intangible services provider generally looks like a black art to the client.
We all know the basics about cars and hamburgers, but not about probate or XTML or media downloads. Remember, clients are also victims of sales myths. They are afraid of being conned by salesmen, so they respond by tightly bounding the problem statement, to prevent being taken advantage of.
The most fearful clients end up using RFP processes. A well-defined problem makes the answer look easy. The real expertise and art lie in defining the problem. Myth 4. Clients Mainly Want Experience and Credibility. Most providers think that clients are focused on experience and credibility.
No surprise there—most clients would say the same thing. But dig a little deeper. Of course, clients use experience as a qualifier—to see who makes the short list to be invited in. They also use it as a justification to anyone who might question their choice.
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Clients also want to impress the provider with some level of knowledge, partly to guard against being taken advantage of. But those are all ways of narrowing the field or preventing harm.
They also know they will need that expertise again in the future. What they would really love to have, if only they could be so fortunate, is confidence in an expert on whom they could then rely repeatedly. Most providers try to create trust by talking about their experience and credentials. Clients therefore assume that these are the important criteria to talk about.
The alternative is to establish real trust. Real trust comes from being demonstrated, not just talked about. The great news here is—you sell by doing. This is a samples business. Myth 5.
Providers wish that they could be judged on their merits, on the basis of the good work that they do. And occasionally clients do in ask you to start work on the next project. English ISBN Tell the Publisher! I'd like to read this book on site Don't have a site? Share your thoughts with other customers. Write a customer review.
Top Reviews Most recent Top Reviews. There was a problem filtering reviews right now. Please try again later. Hardcover Verified download. Le Roy. Paperback Verified download. If you sell life insurance, there are better books than this out there. This is mostly geared toward stock brokers. Have not read the update. The first was excellant for stockbrokers, financial planners, etc.
Gives many detailed examples and not just high pressure sales bull canned from one of the big wire houses do not even think of staying in one of those bucket shops more than a year. One person found this helpful. Amazing book. Item arrived as described and I'm very pleased with the seller. Mass Market Paperback.
LeRoy Gross is simple, straightforward, and profound. Everyone who sells investments should read this book. I don't mind posting this because I know that most of you are lazy and won't read the book, so my sales will continue to skyrocket!
A select few will join me. Although this book was written in a different era Every broker should read it! Having the right answer is not even a necessary condition for getting a sale; it is far from being a sufficient condition.
How many times have you known with great certainty that your proposed solution to a client was the best one—highest value, least expensive, easiest to implement, best in the long term, and so on—and yet had the client reject it?
Intangible services are complex, requiring great study and continued diligence to stay on top of. Unfortunately, if you work hard and stay on top of things, all you have earned is the right to earn the right to be trusted. A fast food chain, an automobile company or a computer manufacturer may be able to engineer customer focus into its business processes.
But for a provider of intangible services, customer focus is a self-willed psychological act. It is inescapably personal, human and individual. In the world of intangible services, these processes end up being places of refuge for people who are nervous about client contact. They end up filling out forms rather than meeting with clients. And since intangible services selling is so personal, that ends up being destructive rather than helping matters.
Clients download on trust. A client knows in his or her tummy whether or not you are paying attention, whether or not you care about them, and whether or not you are truly listening to what they say.
No CRM system in the world can overcome it. After all, the client very much is evaluating the trustworthiness, the personal characteristics, of the seller. Truth be told, he may be more afraid of you than you are of him. You make it worse, not better, by obsessing about your tie, your PowerPoint slide deck, your rehearsed points, your litany of capabilities.
Do not try to look smart. Do not worry about looking dumb, or wise, about solving the problem or controlling the agenda.
Do not count the names you drop, the methodologies you explain, or the references you plan to mention. Come prepared to have all these things, but plan to use none of them. Limit yourself to second answers, maximum, then turn it back to the client. Anything more is about you, not about the client. Revisit the mantras from Myth 1.
The point is not to get the sale—the point is to help the client. If you consistently do that, word will get around. Because that kind of caring is rare, and highly prized by clients.
In the world of selling things, leads are scarce. Airlines, hotels, automobile companies all fight fiercely for share points—with good reason.
There are only so many airline flights that will be made; so many hotel rooms that will be booked; and so many automobiles that will be bought. There are fewer boundaries in the intangible services. Every client is miles from perfection on dozens of dimensions.
Widening the Scope: On Intangibility, Embodiment, and Ephemerality
Each could have better marketing strategies, more customized systems, more effective customer service or fulfillment processes. In other words, every existing client is brimming with potential leads. Yet many intangibles firms spend huge amounts of resources on leads, making three mistakes:. Firms do this for various reasons, but chief among them is that they are focused on themselves, not on the client.
They have forgotten the truth that:.
Now go talk about it.
Does that mean lawyers should point out systems needs?Le Roy. But usually you have to take some action. So instead of retro drinking glasses and billfolds, we have a ZIP file and disappearing photographs; instead of stamp sets and watches, we have burning paper and a screening for a film that has yet to be made.
But for a provider of intangible services, customer focus is a self-willed psychological act. In the world of selling things, leads are scarce.
You order it. This groundbreaking book was the first to integrate investment strategies with selling strategies exclusively targeted to financial professionals. The first was excellant for stockbrokers, financial planners, etc.
Everyone is in Sales.