By the Ocean
Suhhh-neee 68 Degrees
6:19 a.m.
My good friend is in the middle of transitioning OUT of the info business and IN to the jewelry business.
We've known each other for the past 20 years, but have never actually met.
When I talk to him on the phone and hear stories about what he's experiencing in the jewelry business, I constantly chuckle and make a joke about how much easier business is when you sell something people actually want.
You don't have to convince humans to buy jewelry. They already want it. Chances are they've already bought some. And most likely, at some point, they're going to buy even more!
Compare that to so many other businesses: "Dear Prospect, you've never seen this before, you didn't ask for it, but here is the thing I made, now let me take the next year of my life trying to show you why you need it."
That's an uphill battle for sure. You might know how this feels if you LIVE IT. It's hard.
Even so, what can you do? Just choose another business?
I used to think so. Now I'm not so sure.
I didn't choose my business, it chose me. And because I've given up trying to live life like I see other people living it (I tried it for a long time), there's not much to be done except to master the navigation of the lane I'm in.
As best I can tell from the signs I see flying by when I look out the window, I'm in the "Jason" lane.
You might think that sounds dumb. For me, it's liberating. CONSTRAINTS are liberating because they make decisions easier.
We all have the very same constraint: WHO WE ARE.
If you fight against it, you suffer. If you learn to fully embrace it and become a master of leveraging its power, then you start going down a very unique path.
Even if you're in a business where you're selling a thing that no one has ever seen before, that no one has ever asked for, your prospective buyers are still full of existing desires.
To the extent that you can channel that existing desire through your product or service, sales will happen.
You don't have to lie to achieve this, you have to learn to see. To see the connections between "what they want" and how your product or service can serve as the vehicle for helping them get it.
If you can do that, the buyer will supply the energy to travel on the road straight to the sale.
If you CAN'T do that, then my best recommendation is to learn how.
That's what selling really is. Selling is the art of making it obvious to your prospects that buying what you have can move them closer to their goals.