The Non-Seen

Glacier icebergWe show features during demonstrations,
but it is the benefits
that generate emotion.

We craft the demonstration
per the prospect’s request,
but it is not spoken needs
that differentiates your product.

We hammer professionalism and competence,
but it is the human connection
that builds trust

We work with seen
but non-seen is what we use.

Often times the buyer has a fuzzy idea about what they want. They will request you to demonstrate your product or service according to that ambiguous list. The Master Seller should know the buyer better than themselves. Understanding their world, they know the buyers desires and cleverly share benefits that differentiates from the competition. Often times, buyers don’t know what they want. But if you can show, that not only meet, but exceed their expectations, the deal is yours. You start with the seen, but it’s the unseen you use.


Know Your Audience

First listen
to learn their language.
Then question
to understand their lives.
Next seek
to know, what they know.
Then frame how best to express solutions.

The Master Seller
Walks in their shoes,
Listening without judging
Building credibility and trust
Marketing the buyer with relevance
Spoken in the Words of the audience.

Credible Handshake

Selling starts the minute you enter the doorway and  prospects judge the seller both swiftly and harshly. In sales  there are few mulligans and the first handshake is a bell that can’t be unrung.  If the buyer doesn’t like you, the quality of your product or service matters little.  

Next under the microscope is your company, demanding faith it is solid, trustworthy and viable. The prospect may genuinely like you, but if your company is the least bit green or sketchy, the sale is in peril.  

Lastly, the thing you are selling must fit their needs. Listening,empathizing, and flashy presentations may not be adequate. What needs to be answered are the questions “Does  this product or service make my life easier, does it take me to where I want to go?”

Without credibility, these questions never get asked.  

Credible Possibility

Considered a stranger 
The buyer is quick to judge the seller.
From dress, to speech, 
from handshake to eye contact
Credibility starts.

Considered an unknown 
The buyer measures the company.
From experience, to brochures,
From references , to network
Credibility proceeds.

Considered a possible solution 
The buyer vets the product.
From ease of use, to flexibility,
From  meeting specs,  to cost 
Credibility is cemented. 

Seller, company and product,
This is the path to credibility. 


Belief in you 
The Lead  wants to buy from friends 
Belief in your company
The prospect can defend their choice 
Belief in your products 
The buyer can sleep at night.

You are a reflection
Of the  power, quality 
and capability to elicit belief. 
This  is called credibility. 

%d bloggers like this: