Selling a vision
To appreciate the power of a compelling vision for a customer, it’s helpful to remember what vision development feels like in a literal sense. Let me tell you about the most impressive family photographer I’ve ever met.
He had a reputation for first-rate work, but at a price. When I heard about what he charged, I was deeply skeptical he could justify such a premium. But my wife persuaded our family to try him out. She explained it was a risk-free decision: we simply had to spend an hour getting our pictures taken, and then we could decide whether to buy anything. There was no obligation outside of the initial time commitment.
The four of us entered a nondescript studio in our Sunday best. There was really nothing remarkable about the space. The photographer greeted us enthusiastically, immediately putting us at ease, and skillfully directing us through a series of candid shots. He was playful, purposeful, and precise.
Then there was a sudden shift. He led us into an adjacent viewing room. This space was different: brightly lit with plush chairs, leafy plants, and clean white walls. He invited us to sit down. He asked us to imagine a part of our home where family memories belong. Perhaps it was a staircase, a living room, or a kitchen area.
He killed the lights. Slowly and selectively, he unveiled some of his favorite shots from the last hour. He positioned them in combinations of 1 to 3, with simulated frames, so we could easily envisage the real thing. It was a full-body experience. We entered a dream-like state as he projected images on the wall and we visualized our future home.
Twenty minutes later I left the studio, having spent 10x more than the average cost of a family portrait. And I felt entirely comfortable with this decision.
That is the power of a strong vision, and it can be just as powerful in a corporate context. Consciously and unconsciously, corporate buyers are evaluating sellers throughout the sales process. They are wondering what the future would feel like to be partnering with this person or team.
What is the image you are projecting on the wall?