In the sale of every product and service, there lies within it, the halo sale. The halo sale is an extension of the “Halo Effect” which says we have a flawed bias to be influenced by our perception of a trait and apply that bias to the perception of other traits. Wikipedia shows this halo effect example; judging a good-looking person as more intelligent.
In marketing similar concepts are expressed as a “brand promise” and sometimes intentionally manufactured through “positioning of the brand” and “brand identity” efforts. This is to say that many marketers try to create and control the halo effect and thereby influence the halo sale. Regardless of the discipline and the labels and buzzwords, this is a serious consideration and you must think about your halo and the implied halo sale.
The halo sale is the intangible value represented within the product or services. You and your personal brand, attitude, reputation, personality, and character are a part of this, just as much as your company’s equivalent.
Have you ever heard someone say “C’mon it’s me, not just some random guy here, I wouldn’t be doing this if I didn’t think it were ____ (positive comments go here)”. This is the halo sale in full force and in this case the person is literally selling themselves as the provider of the halo. If you can buy the person, then you can buy the product/service.
The opposite is true too. “I know you don’t know me, but I represent ____ (big trusted company) and I’d like to talk to you about a few things that may help your business”. Or when a manufacturer releases a new product we know nothing about, but we purchase anyway because “it must be good, or this manufacturer wouldn’t sell it”. When a person reflects on that company and or product/service they are thinking about many intangible things and that’s where the halo sale takes place.
If you find your company and its products/services are providing a halo that poorly represents you then the halo sale is no benefit. As suggested earlier, attractive people must be intelligent, therefore unattractive companies must have inferior people. True or not, “perception is reality”.
So what are you selling? Are you really selling products and services or are you selling the halo?
(Image by Pete)
About Justin McCullough
Justin McCullough is mentor, marketer and leader with more than 10 years of selling experience from startups to large corporations. Justin’s experience ranges from advertising agencies to newspapers and web development firms to book publishers. You can find out more about Justin at www.justinmccullough.com or www.leader4hire.net .