John Lennon and Albert Einstein may not seem like a likely pair, both were long-hairs, but beyond that the similarities evaporate. However, they both understood the importance of looking for the potential of something, rather than just the current state.
John Lennon wrote “Imagine” in 1971 and sang about a world without war and what it would be like. The song became the anthem of the peace-movement. In the years since, Virgin Records has ranked “Imagine” as the #1 song of all time in 34 consecutive years.
Albert Einstein had a favorite quote that “Imagination is more important than knowledge.” Simply put we can define knowledge as an awareness of what is, whereas imagination is an awareness of can be.
Imagine the power of being able to get your buyer to picture what your solution can do for them rather than what your product is. That step of imagination is required for all sound purchasing decisions.
It’s no wonder that one of my favorite words in sales conversations is the word IMAGINE. It’s flexibility in use is akin to George Washington Carver’s 300 uses of the peanut. You can use the word IMAGINE to begin a presentation, segue between thoughts, summarize your presentation, or even to deliver your elevator pitch is a few short seconds. GE loved the word so much that they put it to work.
Imagination is also a powerful state of mind. Superstar athletes like Tiger Woods and Michael Phelps spend a lot of time envisioning their winning moves and moments. Successful business people imagine their winning moments, then map out the path to get there. Great parents see the potential in their children and help plant those seeds of greatness in their children’s minds when they ask “what do you want to be when you grow up?”
So, take your next sales tip from two unlikely sales experts, Lennon & Einstein, and imagine yourself doing what you want to see yourself doing; give the subtle suggestion to your buyer to imagine their life with your solution, and tell them how it will be better. Imagine, it’s a powerful thing!