By the Ocean
Still Raining 72 Degrees
5:38 a.m.
If you tell a human what they should do, you create instant resistance against doing that thing.
If you remember this in every area of your marketing, you will fare well.
I didn’t make up this game that humans play, but I realized long ago that, if you don’t play according to its rules, you lose. And by lose I mean you miss out on the opportunity to solve problems for people in your business.
There is no place this game is more obvious than in the selling process. During the magical transformational time when prospects become buyers. It’s “magical” because the transformation is often mysterious.
At some point between the prospect finding out you exist and the money entering your hands, a decision to buy happens. The funny part is that we, as the seller, rarely if ever get to find out when that moment is. Some buyers probably don’t even know.
“FORCING” that moment to happen is not a sustainable way to build a business. We can all think of people who do this. No one likes these people. That’s the price they pay for the money they get. They destroy their credibility and the respect anyone has for them. You end up paying the price eventually for the dominance and control you try to exert over the natural world.
So instead of forcing, we allow. We engineer a space in which exists the opportunity for the sale to happen.
There’s no one-size-fits-all way to do this. In fact, that’s probably the worst way to do this. Building a system that makings buying easy for the right people is something that happens organically based on who you are, the business you are in and the specific kind of people you want to work with.
This is exciting because it means that, instead of searching for a solution that someone else already made, you can focus on building the one that’s actually right for you.
I used to think having to do all of this work was annoying. “Why can’t we just go out there and tell them what we have?”
The answer is because they’re human. And humans do things a certain way. If you ignore that, you suffer. Learning to play the game they already play is an elevated form of service that helps them find solutions to their problems with less effort.