The Desert of Arizona
Clear 65 Degrees
There’s probably a trivia question somewhere that asks, “What’s one of the quickest ways to kill a sale?” My experience would tell me that one of the correct answers is: education.
Teaching is not the same as selling.
You get very different results.
If you are trying to “teach” your way to the sale, stop being so hard on yourself. There’s a more effective route.
Instead of educating them about what you do, you “educate” them about what they get because of what you do. This is the topic that is of most interest to your target clients: what they get.
I imagine that, at some point, the human being will evolve to a state where it realizes the “what’s in it for me?” approach leads to a rather empty life, but if you look around, it’s clear we’re nowhere near that point yet.
So, we work with what we’ve got. And what we’ve got is an entire world full of self-interested people.
So if you show them what they get, they tend to pay more attention than if you simply tell them about what you do.
How do you do that?
Well, you could put all of that info in your marketing materials. “Here’s what you get” would be a pretty direct way to say it. But there’s a more effective way than saying it.
YOU SHOW IT.
That’s what you do in the platform you publish. Whether it’s a podcast, newsletter or whatever, that platform serves as a repeating demonstration of what they get because of what you do.
You talk about clients you’ve worked with and what happened (what they got!).
You tell stories about prospects who decided to work with someone ELSE and what happened (or didn’t) because of that.
The possibilities are endless. And the platform model creates the channel through which your messages flow to your prospects.
I explain how this works on three levels.
The free level is the Platform Launchpad. You can access that training using the login information at the bottom of this email.
The second level is the Platform Lab. I just finished up a session of the Platform Lab, so there’s not another one on the calendar yet. But this is a group environment.
The Platform Express covers the very same ground, except instead of working in a group, we work one on one.