The Change Dude’s Blog

Selling Air

I’ve been selling air my entire business life. Having never been a hard goods or software seller the ability to sell a vision to clients is essential, it’s like selling air—intangible.

From my earliest days of developing business in the aerospace and defense world where I was selling a vision of the latest and greatest flying machine, yet to be built, to the selling of a new business strategy. Selling a vision of what can be requires skill, strategy, and a deep understanding of the client’s needs and desires.

Just as air is vital for life, a compelling vision is crucial for the success and growth of any business. When I used the phrase ‘selling air’ with my associates recently they chuckled a bit and blew me off. So, I thought it would be a good time to explore the parallels between selling a vision and selling air.

Air is everywhere, yet we only notice its importance when it’s absent or smells bad. Similarly, a clear, inspiring vision may not be immediately apparent to clients, but its absence can lead to stagnation or failure. To sell air, it begins with first making clients aware of its value and the benefits it provides. Similarly, selling a vision requires you to articulate its benefits clearly and convincingly.

One of the challenges of selling air is that it’s invisible and intangible. Similarly, a vision is often abstract, making it challenging to communicate its full impact. Overcoming this challenge, requires skilled and compelling storytelling coupled with vivid imagery to make your vision come alive for your clients. Help them visualize the future you envision and how it will positively impact their lives or businesses.

Similarly, the selling of a vision and selling air requires a tailored approach to different clients. Just as different people have different needs for air (e.g., athletes need more oxygen than sedentary individuals), different clients have different needs and priorities. When selling a vision, take the time to understand each client’s unique challenges, goals, and aspirations, and tailor that vision to address their specific needs.

Just as air quality can vary based on location and environment, the quality of your vision can vary based on how well it aligns with the client’s values and objectives. Ensure that your vision is not only compelling but also relevant and aligned with the client’s long-term goals.

Selling air requires trust. Clients must trust that the air you’re selling is clean and safe to breathe. Clients must trust that your vision is achievable and will deliver the promised benefits. Build trust by providing evidence, testimonials, and examples of how your vision has worked for others.

As essential for life is air, a compelling vision is essential for inspiring and motivating action. Your vision should not only be aspirational but also practical and actionable. Clearly outline the steps required to achieve your vision and the expected outcomes.

Living in the world of intangible selling can be both frustrating and glorious. Facts, figures, and features have no place here. Deep data only confuses the vision and distracts from the story.

Succes begins with showing the value of the future, constructing a compelling story to bring it to life that means something deep in the client’s soul. What is it that excites them about their personal future? About the future of the business? Achieving the visceral commitment to achieving the vision demands alignment with their values and goals, a bond of trust, and a clear roadmap for achieving the vision.

Go ahead and sell some air, it’s essential for life!

April 2, 2024 Posted by thechangedude | Uncategorized | branding, entrepreneurship, goal-setting, goals, Leadership | Leave a comment