How to sell an idea or 7 types of buyers of ideas

    The Stratoplan School of Managers is represented by:

    Konstantin Dubrovin , business coach, work with people and management, creation of sales departments.

    Recently, colleagues from the Stratoplan School of Managers came to me and suggested that I act as a speaker at the PRO + People online conference , where I’ll have to talk about working with people: the whole Conference is dedicated to this topic. Together with other speakers (Alexander Orlov, Vyacheslav Pankratov, Dmitry Kotkin and Ivan Selikhovkin) we will talk about the difficulties and problems that are often encountered in companies, teams and just in life.

    When I chose a topic for my presentation, the first thing that occurred to me was ...

    Sales! I’m sure I didn’t surprise anyone with my choice. But the topic of sales, I chose not in vain. There is one thing that is sometimes the hardest to sell. This is an idea.

    Every day we convince a variety of people in our point of view. I want to make it click the toggle switch, and the person immediately agreed with you. But for some reason this does not always happen.

    So even a “few words” were written about why this is happening and what to do about it ...

    “How to sell an idea”

    If you want someone to do what you came up with, then you want to sell an idea. There are several options. For example, pay extra. It is still easy to sell ideas that have no alternative. And much less often we manage to really captivate a person.

    It would be nice if our employees were passionate about the task, and our leadership would be burning with the idea that we came up with. I wish our loved ones would accept our option of rest, shopping or repair. And no bargaining, they say the last time we did it your way, but this time ...

    Why do we encounter resistance?

    Resistance is a natural state of the body. Moreover, we feel bad if there is nothing to resist. For example, logically, we should be more comfortable at an ambient temperature of 36 degrees, but in fact comfortable at 28. Conventionally, this difference shows our need for resistance. The same thing in a relationship.

    In this case, resistance is a phase. Sometimes hunt and bask. Ideally, this cycle was described by Bruce Tuckman. We filmed an hour workshop about this.

    There are subjective factors. The main one, in our case, is related to needs. The mechanism is as follows: our desires are not directly related to needs. They are associated with ways to meet needs. In other words, we do NOT care how to eat, sleep, make money. To such an extent, it doesn’t matter that we are sometimes ready to refuse to satisfy needs. Neurophysiologists even claim that in the brain there are separate groups of neurons that are responsible for preventing errors, a worm of doubt. One way or another, we want it to be “smart,” “like people’s,” etc. But everyone has different ideas about how to do it, which is why the ways of satisfying needs are also different.

    I remember the story associated with the first foreign cars in our country. The owner of such a car left it in a paid parking lot, putting it in first gear, and the guards decided to roll the car and as a result turned off the valves.

    The story developed as follows: the owner demanded to bring the original valves from Japan; one security guard decided to order them at the factory, but pass them off as Japanese; another believed that no Japanese could make a valve better than his uncle, a tokor at a defense enterprise.

    And when the first guard proved to the owner the Japanese origin of the dyadivasiny valves, the second could not stand it and shocked the debaters: “Yes, they make missiles at this plant!”

    Curtain, applause!

    All three met the same need, but how different their approaches were. Therefore, they did not agree.

    How to find out in advance what is important for a person

    The life experience of most adults is sufficient to cope with this task, but it will be easier if we make some classification. Known to us since childhood, Nikolai Nosov in works about Dunno identified the characters of the heroes with their professions. We will do the same and highlight seven “characteristic” professions: artist, surgeon, politician, nanny, poet, host and accountant. Unlike Nosov, we do not have the task of creating a satirical description, so let's talk about the representatives of these professions as is, with all the pros and cons. Moreover, each of us to some extent combines them in ourselves. From this description we will want two things: first, how to recognize; secondly, we learn what is important for these people.

    Artisthard not to notice, it is bright. In its brightness, it can be beautiful, but can be terrible, everything is just like on stage. For this person, attention is important. His activity and cooperation end with the fading of attention and also resume.

    The surgeon is often firmly built, neatly dressed, can rudely joke. For him, order is important, including in relationships. Moreover, he himself determines what is order and what is not. From others, he expects manageability and predictability.

    The politician is trying to be clear to the general public in everything. He clearly dresses, clearly says. It is important for him to achieve the goal. He will support any idea that will help him in this.

    In communication with the nannyyou will take care of yourself. You will be surprised at how subtly this person feels others. Harmony is important to her. She will support your idea to support you. The only thing she does not accept is insincerity.

    The poet sometimes causes bewilderment. His gaze is fixed within himself. Often he has an asthenic physique with excessive facial hair. The originality of his ideas is amazing. Sometimes it is difficult for him to understand what is acceptable in society and what is not. It is important for him that the idea is as original as possible. It is possible that he will want to add originality from himself.

    And here is the hoston the contrary, it gazes outward. He wants to talk, joke, relax. This is expressed in his appearance, in the design of the workspace, in topics for jokes and conversations. For him, the drive is important, or rather, it is important that it is not limited in this drive.

    And finally, an accountant . This man is a habit. Hyperresponsibility helps him successfully cope with complex routine functions. Sometimes they try to raise him, but he avoids everything new. Such a person will be grateful if your idea allows him to leave everything as it is. This is very important for him!

    Examples of such a classification of mass.


    For example, recently I saw in Sberbank an offer for plastic cards. The number of options is also 7, the design and essence of the proposals exactly correspond to the characters described above.

    In addition, I can say that some people own several “professions” equally. For the majority, the leading “profession” is one.

    Sell ​​the idea in 60 seconds.

    Resistance is not a failure, it is a person’s natural state;

    We are looking for a way in which a person is accustomed to satisfy a specific need and define his “profession”;

    We make a proposal so that: firstly, its need is satisfied; secondly, in the way desired for him; thirdly, referring to what is important to him.

    See you!

    On November 13, at the Stratoplan PRO + People online conference, I will hold a 2-hour workshop “How to Sell an Idea”, where I will talk about this method in detail.

    Participation in the conference is paid: 980 rubles. for 5 workshops. > 250 people have already become participants.

    Join and book next week's evenings for yourself! (If it doesn’t work out, it’s not a problem, the team of the Stratoplan School of Managers will send notes of all the workshops to all participants)

    See you at the conference!

    Also popular now: