By the Ocean
Clear 78 Degrees
5:33 a.m.
The best salesman (or woman!) in the world is your prospective client.
No one knows how to get the sale better than he does. He knows exactly what he wants, he knows exactly when he sees it, he knows exactly what he’s willing to pay.
You, the business owner, know nothing by comparison.
You can guess…we all do…but the quality of those guesses pales in comparison to what your buyer knows about how the sale needs to go.
Your buyer will sell himself on you if he is provided with the right information, at the appropriate times, in the appropriate quantities.
This means that selling is a strategic activity, not a brute force activity like the gurus want you to believe.
The “smile and dial” approach to selling was invented for monkeys, not for you.
This is good news. Because many of you reading this actually have to work with the people you sell. And that means HOW THE SALE HAPPENS matters. It affects the quality of the relationship you have with the buyer.
If you’re savvy enough to engineer a system where your buyers can sell themselves on YOU, you get clients who respect you as a trusted authority.
If you just “close the sale” and convince people to work with you, you get clients who will always, at some level, remember what that treatment felt like.
What do you think that does to fees, over time? It pushes them DOWN. People tend to pay less for things they don’t respect.
What information does your prospect need to buy?
It might be a lot. Or a little. Depends on your business.
Certainly your buyer needs to know:
- What you do…
- Who it’s for…
- What makes it different…
- Why should he buy it now and not next year?
Deliver unique and compelling answers to those questions in your marketing systems. That’s a good start.