There’s a phrase I’ve used many times. I suspect I picked it up from someone else, but when it comes to my work as a business coach my view is quite simple: if I can’t help you make money, then I don’t deserve yours.
It’s also why I’ve never thought of selling as a dirty word.
Selling is serving
Back in 2018 I sat in a session by Myron Golden at Funnel Hacking Live, and the idea I took away was simple: selling is serving. If you’ve got something that genuinely does people good, keeping quiet about it doesn’t help anybody. It just leaves them stuck with the problem.
We win when we help other people win
When it comes to sales, I believe we win when we help other people win. What I mean by that is it’s always about the customer, the prospect. What do they want or need? How do you make sure they get that, rather than what’s good for you to sell them?
Sell the wrong thing to the wrong customer and all you do is create a headache for both of you. It’s not worth the pain that comes later.
But if you know you have something that can make their life or their business better, something that gives them the outcome they want, the after-effect they’re lacking and longing for, why wouldn’t you offer it?
Imagine it’s someone you love
A great lens for this is to imagine one of your loved ones is the person in the sales conversation. They’re sitting there with a problem, a need or a desire, and across from them is someone who can get them to where they want to be, rather than where they’re stuck right now.
Wouldn’t you want that person to explain how they can help? Wouldn’t you want them to give your loved one the chance to move forward and make the change they want?
Now be that person. Have the conversation in a way that shows you genuinely care. Get to know your prospects. Get to know your clients. Think about what’s best for them.
When it’s not you, say so
On the occasions when your offer is not the right fit, don’t try to hard sell them into working with you anyway. Signpost them towards the people who can help them right now.
What we put out comes back, or at least that’s my belief. The more you help and the more you serve, the more successful you’ll be.
Be proud of your price
And don’t forget to let people know what you do and what you charge. Don’t be embarrassed by your price. Be proud of it.
If you can’t be proud of it, check whether you’re giving enough value in exchange.
