Sell the sizzle and buy the sizzle

Winning

Recently I went back and reread the book “Sizzlemanship” by Elmer Wheeler. Elmer Wheeler is credited with being one of the original pioneers of sales skills training and motivation industry. It’s classic stu and de nitely worth the read. e point, as you can guess by the title, is to sell what your product or service does, not what it is, meaning sell the sizzle and not the steak.

In today’s world we think about the sizzle as the KPIs, Key Performance Indicators, or the results that the company or the person purchasing the product or service might experience. For businesses and sellers, it’s making sure that we are focusing on that old radio station that buyers tune into, WIIFM, standing for “What’s in it for me.” Making sure that we know exactly how our product or service will contribute to the achievement of their goals and success.

Elmer Wheeler was way ahead of his time as we think about how business owners, entrepreneurs and salespeople think and sell. When we put the customer’s interests and results ahead of corporate pro t or commission checks, we will undoubtedly sell more of our products and services. Changing the station from WIIFM to tuning into

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WIIFT, “What’s in it for them.”

Now, walk with me through the transition from sales to our everyday lives. How many times are we trying to sell someone on an idea, or to help out, volunteer, join an organization, or anything else where we are seeking to have our family or friends get involved with something or buy into our idea? Most times we focus on the help we need instead of what they might be able to experience by participating. If you have ever been in the role of a leader in any not-for-pro t organization, committee, or other function at your children’s school or at the house of worship that you attend, you probably know exactly what I am talking about.

Companies looking to get better in any area of business might consider thinking about the sizzle as looking at increasing revenues or increasing their average sales price. Maybe they are focused on improving margins, win/loss ratios, or sales behaviors. ey may look to expand through upselling and gaining more market share. Or they may be interested in reducing sales cycle time or customer attrition.

But we as individuals also have values and things that we might consider our sizzle when deciding what is in it for us, or why we may choose to get involved. When we are thinking

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