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Shane Gibson Keynote Speaker | Social Selling | Sales Trainer | Social Media Strategy

Posts Categorized / Managing Complex Selling Relationships Blog

  • Feb 02 / 2009
  • 6
Managing Complex Selling Relationships Blog, Sales Articles, Sales Blog, Sales Training

Sales Blog – Selling Intangible Solutions

Key Skills and Strengths for Selling Intangible Solutions

The following provides a brief overview of some of the skills and strengths needed to be great at selling intangibles.

1) Personal Brand of You
When selling intangible solutions, it really is about credibility and the relationship. Because the solution is intangible, the purchase is largely based upon the believability of the salesperson. For example, a business coach sells a very intangible service. They are often evaluated by their own personal presence, ability to communicate, and by third party endorsements and certifications.
Having a strong personal brand helps people understand who we are, what we are about, and it removes uncertainty. There is so much information out there to process that it is almost impossible for a consumer to choose a service or product—instead they choose the right company or the right sales representative and leave the product selection up to them.

2) Differentiation
People who are good at this type of sales often communicate what they do in a unique way. This means specializing and unique positioning is often necessary. Thousands of people in Canada call themselves “financial advisors” and the minute we hear that term we mentally lump them into the same category as the last 100 advisors we met and lose interest. One of the top one percent of advisors at London Life/Freedom 55 Financial refers to himself as a “Wealth Management Specialist” and just by the nature of his positioning, attracts very affluent clients. Find a way to present what you do in a way that makes it memorable and creates a distinction between you and the rest of the people in your industry.

3) Passionate Evangelist/Industry Authority or Both
As an extension of our personal brand and our ability to differentiate, our passion and knowledge are critical in selling intangibles. Because the client cannot often experience the service or solution in a tangible way, their experience of you has to be credible and inspiring. In fact, their experience in dealing with you will determine if they purchase or not.
Passion is really about having a strong conviction and unwavering level of confidence in ourselves, our company, our industry, and our solution. It is also critical to be seen as an industry authority—consistently doing such things as writing articles for local periodicals, blogging, being a guest speaker for local business or community groups, maintaining a regular newsletter, and having endorsements from well known people in the community.  A combination of passion and being an authority increases our believability factor and takes away the fear of saying “Yes” for the client.

4) Clarity

In communicating, your greatest enemy isn’t the noise around you – it’s the noise you create, un-wittingly – Harry Beckwith, author of What Clients Love and Selling the Invisible.

Brevity and focus are key. If we focus on one or two core things we are good at and communicate those proficiencies really well, we can own a large portion of client mindshare and wallet share. Clearly communicating what we do, and not trying to be all things to all people, sets apart the high-paid specialists from the generalists.

Nick Usborne, author of NetWords makes an interesting distinction when he says that:

We’re not just writing to be understood, we are also writing in a way that insures we are not misunderstood.

Make sure the message about what you do is clear, focused, and void of any ambiguity. Focused, predictable service providers make clients feel safe.

5) Value Builders
Because what we are selling cannot be seen, touched, or measured, we need to be good at building value. Your ability to articulate the real value in terms of return on investment is very important. Solutions must be presented in a way that solves a core client pain or challenge. Describing our solution as innovative, leading, next generation etc. is not enough. These are weak business cases that are uninspiring. Look for client pains, fears, and challenges, and then talk about your solution as a pill for their pains. Back up your claims with research, data, client references, and proof. Help your clients measure what they cannot see.

  • Nov 19 / 2008
  • Comments Off on Selling and Succeeding in Turbulent Economic Times Video Interview
Events and Seminars, Leadership, Managing Complex Selling Relationships Blog, Marketing and PR, Sales Blog, Sales Management Blog, Sales Training Video, Selling In Turbulent Times, Shane Gibson Bio, Uncategorized

Selling and Succeeding in Turbulent Economic Times Video Interview

I was interviewed by Tom Everitt of ThinkTom.com on my upcoming seminar at the Vancouver Board of Trade next Tuesday November 25th.  Take a look at the video ( details of the event are below the video )

Tuesday, November 25, 2008

Managers’ Toolbox


Shane Gibson, President (North America), Knowledge Brokers International Systems Ltd.



Shane GibsonMany sales professionals and entrepreneurs are concerned about how they are going to weather today’s global financial storm. The rules of the game have changed with the meltdown in the banking sector, along with globalization and the introduction of disruptive technologies to almost every industry.

Succeeding in turbulent economic times is about proactively taking control of our own personal economy. Shane Gibson, president of Knowledge Brokers International, will share with you strategies to succeed in any economic condition. Fortunes have been made during times of change and economic downturn; sales people and entrepreneurs must develop a tool kit to help us adapt to and succeed in this ever-changing environment.

It’s not what happens that defines an event; it’s how we respond to it that matters. This fast-paced session will give attendees the tools, insight and strategies needed to respond to today’s marketplace conditions. You will also learn:

  • How to develop and fine-tune your sales process for any environment;
  • Why the best time to gain market share is in turbulent times;
  • The power of community and connecting;
  • How to use technology to reduce your marketing and sales costs;
  • How and why to swim against economic tides and trends;
  • Tips and steps to maintaining sanity and focus in tough times.

About the speaker
Shane Gibson is a Vancouver-based international speaker, author of Closing Bigger: The Field Guide to Closing Bigger Deals, and a global entrepreneur who has addressed several thousand people over the past thirteen years. As a trainer, coach and motivational speaker he combines a diverse background in sales force leadership, new entrepreneur development and extensive sales and leadership coaching.

Who should attend
Business owners, executives in the areas of sales, marketing, business development, sales staff, entrepreneurs and anyone responsible for or part of a team that needs to generate revenues.

Presented by The Board’s Small Business Council

The Vancouver Board of Trade’s 2008 Managers’ Toolbox Series qualifies for The Company of Young Professionals Engaged Leadership Certificate Credits. One session = 2 credits.
Please refer to http://www.tcyp.ca for further details.




Tuesday, November 25, 2008


Registration: 7:30 a.m.
Program: 7:45 – 9:45 a.m.


The Coast Plaza Hotel & Suites, Stanley Park – Comox Ballroom
1763 Comox Street


Certified Management Accountants
Presented in co-operation with:
Small Business BC
Small Business BC




$64.00 + GST

Register Online

Table of 6

$462.00 + GST

Register Online

Members save at least 30% !

Future Members


$96.00 + GST

Register Online

Table of 6

$750.00 + GST

Register Online

Not a member yet? Click here for Membership Benefits!

  • Jul 26 / 2008
  • Comments Off on CMA BC Seminar | Certified Management Accountants of British Columbia
* Sales Podcast, Blogathon 2008, Events and Seminars, iPhone Podcasts, Leadership, Managing Complex Selling Relationships Blog, Marketing and PR, Sales Articles, Sales Blog, Sales Management Blog, Sales Training

CMA BC Seminar | Certified Management Accountants of British Columbia

This is a full 30 minute keynote I did for the Certified Management Accountants of British Columbia at their Career Connections Event on November 1st 2007.  Introduced by Vinetta Peek of CMA BC Canada. The audio quality wasn’t great but the content is good.

Become a CMA in British Columbia

Learn about the CMA Designation across Canada

Book Shane Gibson for your next conference

Title: The Career Maker – Relationship Development Skills

This is blogathon entry number 38 for the MSMF Blogathon. Visit this page to learn how you can support this cause.

  • Jul 26 / 2008
  • Comments Off on The Importance of Mentorship Part 1
Blogathon 2008, Leadership, Managing Complex Selling Relationships Blog, Sales Articles, Sales Blog, Sales Management Blog

The Importance of Mentorship Part 1

“To the world you might be one person, but to one person you might be the world.”
– unknown

The Role of Mentorship provides an important role in the development of global socio-economic infrastructures. It provides critical capacity building support and opportunity for entrepreneurs, corporate executives and government officials and leaders in creating long term stability and competitiveness for nations and their economies. Mentorship in the areas such as fine arts, sciences, and the not for profit sector is paramount to improving and sustaining the quality of our lives as a whole. Building capacity is means strengthening and increasing insight, ability and talents, as well as visioning and implementation and execution skills in a specific discipline or disciplines. For instance Vancouver’s economy boasts a strong, growing high tech sector but still has only begun to tap its global potential.

This is largely attributed to capacity gaps in marketing technologies and distributing them on a broader platform. In order to increase the capacity to grow and export Vancouver’s technology base and applications, building the sector’s mentorship capacity and resources can help the key entrepreneurs, executives and innovators within the local technology sectors meet their full global market potential. Mentorship can provide a prospective road map from someone else who has walked the path before – like an entrepreneur who taken a tech company from 12 employees in a basement apartment to 500 employees and a listing on the TSE with global distribution.

Typically, however, the steps, pitfalls, and challenges aren’t well documented traditionally; they’re taught, and modeled by mentors and leaders and passed on to their protégées and partners. Its a proven fact that the higher mentorship capacity levels you have and the higher the quality of mentorship in your community the higher capacity economically, environmentally, and socially you will have. Unlike traditional education environments, corporate training programs and courses, mentorship is a very personalized form of support and transferring knowledge. It is primarily based on a specific relationship between two people and at times between an individual or group of individuals or advisors. [This is the first post of a two post series on this topic Click Here to Read Part 2]

This is blogathon entry number 17 for the MSMF Blogathon. Visit this page to learn how you can support this cause.

  • Jul 26 / 2008
  • 2
Blogathon 2008, Leadership, Managing Complex Selling Relationships Blog, Sales Articles, Sales Blog, Sales Training

7 Important Things When Selling to Executives

When we’re dealing with senior level decision makers we need to assess what their core driving motivators are and then customize our pitch to fit those drivers (if we have a true fit of course). No two people or organizations are alike but here’s 7 common things that senior decision makers are looking for:

? Raising Revenues: Show them how their overall volume can be increased. In other words, an increase in sales. They know that an increase in sales means more profit if the expenses are well managed.

? Increase Efficiency: They want more return for their money invested. If they can see that their staff and management will become more efficient, or their equipment or other capital and human assets will be more efficient than the chance of their buy-in is higher.

? Keeping Shareholders Happy: Keeping the Shareholders happy means that you are showing them ways to improve the value of the company inturn improving the value of the shares, or returning a bigger profit so that larger dividends are declared and paid to the Shareholders.

? Lowering Cost Of Production: Again, more logical, linear, left brain appeal to the top level decision makers. Lower costs equal better margins, which means better profit.

? Increasing Market Share: They are interested in advertising, marketing and business development strategies, tactics and methods to increase Market Share. Also gaining a bigger share of the average client’s or customer’s wallet (spend) is also increasing market share to them.

? Higher Return On Investment: Can you show them how they will get a bigger return on their investment for the money they invest in your services, products, ideas and concepts?

? Dealing With Market Changes: A sudden down swing in the economy, a new big competitor grabbing market share, a sudden market switch to a new technology, a new way of doing business, new government regulations that affect them adversely, a major change in consumer behaviour are all examples of market changes that corporations have to adjust to and capitalise on.

This is blogathon entry number 15 for the MSMF Blogathon. Visit this page to learn how you can support this cause.

Contact Shane Gibson Today! Contact us!