By the Ocean
Clear 78 Degrees
5:35 a.m.
Selling, according to me, is not a brute force activity. It is a result you create with strategy.
That means a “sale” is not something you close, it is something you engineer.
Why is it that business is all about giving the client what he wants…except when it comes to making the sale? Does any prospective buyer want a sales pitch? In that single part of business, the “give the market what it wants” rule seems to go out the window.
No one wants to be sold, so why do we do it?
Because no one mentions there’s a better way. A classier way. A more leveraged way. A way of generating sales by allowing the client to sell himself so we don’t have to.
Joe Girard knew about this. He’s the most successful car salesman to ever play the game.
His record was 1,425 cars in a single month. That’s about 4 cars PER DAY.
During my first month of selling cars over 20 years ago…I sold THREE!
How did Joe Girard get his results?
Greeting cards. Lots of them. He sent over 13,000 of them per month.
What do greeting cards have to do with selling cars?
It’s how Joe Girard transformed a selling driven business into a marketing driven business.
Instead of chasing, he attracted. Instead of pushing, he pulled.
As far as I know, the human brain cannot attach “salesman” and “trusted advisor” to the same human being. It has to choose one label or the other.
A marketing driven business offers a type of leverage you can’t get with one-to-one selling.
In marketing, the “selling” is taking place in the mind and heart of your prospect. You’re not doing it. THEY’RE doing it…to themselves. You’re just providing the tools to make it happen without much effort.
That’s where strategy comes in. You build the system to make that result possible.
The trick is to have sales happen on purpose, not by accident. And certainly not by annoying your buyer until a few of them say yes.
Mastering the art of selling yourself is something every “trusted advisor” needs to know.
Prospective buyers want to buy. Because they want their problems solved. Your job is to create the environment where that becomes simple.
It’s easy to use the traditional sales techniques to make a sale. You might even make one today!
But it’s hard to sell that way year after year, especially when word gets around that you’re the type of business owner who chases prospects into a corner to try to get their money.
That’s why I created How to Sell Yourself. It’s an eight week “workshop” for developing a focused strategy for SELLING YOU as a trusted advisor in the marketplace.
I wrote a book about this approach but this takes you through the steps of doing it for your business.
(NOTE: Enrolling before Sunday night also gets you access to this. If you’ve never heard of Human Design, the 30 minutes we’ll spend on the phone talking about it as it relates to your business could easily be the most valuable few minutes of your entire business career in terms of clarity and direction about the way forward based on WHO YOU ARE.)
Every business owner has a choice. You can get on the path of strategic selling like Joe Girard did. Or you can take the path like the rest of the car salesmen did. They waited out front on the car lot, hoping someone would come by, only to chase them down and hang on for dear life until a few of them said “yes.”
If you want to stand out, don’t sell like everyone else. Develop a strategy that is unique to you where the prospective buyer is given everything he needs to sell himself.