O'Reilly logo

The Invisible Sale: How to Build a Digitally Powered Marketing and Sales System to Better Prospect, Qualify and Close Leads by Tom Martin

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

5. Selling Versus Helping

Have you seen the movie Jerry McGuire? In it, there’s a famous scene in which Jerry McGuire, played by Tom Cruise, implores his only client, Rod, played by Cuba Gooding Jr., to “help me help you, Rod.” He’s literally on his knees in a men’s locker room begging Rod to “help me help you.” In his soliloquy, he asks Rod to think less about himself and more “about the game” so that fans will love him. That will make him more valuable to the NFL and his team—and, ultimately, help Jerry (his agent) negotiate a better contract for him.

Helping Creates Buying Signals

Selling to self-educating buyers is a lot like that scene. The buyers are Jerry, begging you to help them help you. But instead of needing you to care about the ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required