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How James Watt’s “Horsepower” Revolutionized Sales
Ilan Gross
15 June 2025
Why James Watt’s “Horsepower” Was a Game-Changer in Selling Technology—And What Modern Businesses Can Learn
James Watt is best known for revolutionizing the steam engine, but one of his greatest—and often overlooked—innovations was inventing the unit of “horsepower.” This wasn’t just a technical leap. It was a masterstroke in sales psychology, changing the way customers thought, felt, and made buying decisions.
Let’s dig into how “horsepower” became the world’s most persuasive sales tool—and how the same thinking can supercharge your business with modern sales training, a winning culture, and the right CRM strategy.
Making the Complicated Simple
When steam engines first appeared, most buyers had no clue how to judge their power. Technical talk was intimidating. So, what did Watt do? He spoke their language:
“My engine has 10 horsepower.”
Suddenly, everyone could picture what that meant. It was as clear as seeing ten horses lined up in a row, working together. No more confusion—just instant, relatable understanding.
The Buyer’s Emotional Journey
Watt’s “horsepower” didn’t just communicate facts. It triggered a range of emotions and reactions that smoothed the path to a sale:
1. Relief: “Now I Get It”
Before horsepower, technology felt like a black box. With it, buyers thought, “I know horses. I get this.” They felt a sense of relief—no need to learn a new system or worry about being tricked.
2. Confidence: “I Can Defend This Purchase”
Saying “10 horsepower” meant any buyer could easily explain the investment to business partners, investors, or even skeptical family members. It gave them confidence—they wouldn’t look foolish or get second-guessed.
3. Excitement: “What Can I Achieve with This?”
For ambitious buyers, the idea of replacing or multiplying horse labor with a single engine sparked curiosity and optimism. They imagined boosting output, expanding business, and staying ahead of the competition.
4. Security: “I Know What I’m Getting”
Horsepower translated directly into practical value. Buyers could quickly calculate savings: fewer animals to feed, less risk of illness or injury, more predictable work output. The investment felt safe and smart.
5. Pride: “This Puts Me Ahead”
Owning a powerful engine was a status symbol. It showed forward-thinking, modernity, and a willingness to invest in the future. For many, “10 horsepower” meant, “I’m a leader in my field.”
6. Control: “Less Dependence on Chance”
With engines, customers gained independence from the unpredictability of animals or the weather. This feeling of control over their business and fate was deeply reassuring.
How Lumen Business Builds “Horsepower Moments” for Modern Sales
James Watt’s approach is still relevant. At Lumen Business, we use the same principle: make the complex clear, relatable, and valuable for every client. Here’s how our services build on the power of “horsepower” in three key areas:
1. Sales Training: BANT, SPIN, GAP, Challenger, MEDDIC, and Sandler
Modern sales aren’t about overwhelming buyers with jargon or features—they’re about understanding what truly matters to the customer and making value crystal clear.
- Structured Qualification: We teach proven frameworks like BANT, SPIN, GAP, Challenger, MEDDIC, and Sandler so your sales team can ask the right questions, identify real needs, and guide prospects from confusion to clarity—just like Watt did with “horsepower.”
- Relatable Solutions: Our sales training focuses on showing value in your customer’s terms, turning technical advantages into practical outcomes the buyer can visualize and believe in.
2. Building a High-Performance Business Culture
A business culture that encourages clear communication, continuous improvement, and a customer-first mindset is essential to creating more “horsepower moments.”
- Culture of Simplicity and Innovation: Our approach to organizational culture teaches teams to make information accessible, embrace learning, and value transparency—so customers always feel informed, included, and empowered.
- Team Alignment: A great culture ensures everyone—from sales to support—delivers a unified, understandable message, building trust and accelerating adoption of your solutions.
3. CRM Strategy: Turning Data Into Actionable Insight
A CRM is only as powerful as your ability to make its value obvious to users and customers.
- User-Centric CRM: Our CRM strategies focus on transforming complex data into actionable insights, clear dashboards, and processes anyone can follow. This makes your sales team more effective—and your value proposition more relatable.
- Driving Growth: By mapping CRM capabilities directly to business results (just like “horsepower” mapped engines to horses), we help you drive growth, improve decision-making, and earn customer trust.
The Power of Familiar Language
By choosing “horsepower,” Watt removed friction from the sales process. Buyers didn’t have to decipher technical charts or trust vague promises. Instead, they used knowledge they already had. This familiarity cut through anxiety and built immediate trust.
They felt:
- Informed – “I know exactly what I’m buying.”
- Included – “This makes sense to me, even if I’m not an engineer.”
- Empowered – “I can compare, decide, and justify my purchase.”
That’s the experience we strive for with every Lumen Business project.
What Modern Marketers Can Learn
James Watt’s genius wasn’t just in engineering, but in empathy and communication. He understood his customers’ doubts, needs, and mental shortcuts. He met them where they were.
The lesson:
Whenever you sell something new or complex, ask yourself—How can I make this instantly relatable? What’s the “horsepower” of your industry?
- Speak the customer’s language
- Reduce fear and confusion
- Show clear, relatable value
Do this, and you’ll build trust, shorten the sales cycle, and stand out in any market.
Final Thoughts
James Watt didn’t just invent horsepower. He invented a new way of selling.
At Lumen Business, we carry that lesson forward—helping you turn complex offerings into clear value that drives results.
Contact us Today
If you want to sell like Watt and build unstoppable customer confidence, let us show you how the right sales training, business culture, and CRM strategy can transform your results.
Ilan Gross
