The Desert of Arizona
Sunny 77 Degrees
Bob Lefsetz says we’re living in a “pull” economy.
We live in a pull economy. Nothing pisses off the audience more than pushing something they don’t want and didn’t ask for to their devices. Even if you don’t download the album, it’s sitting there in your purchases, pissing you off.
Now he’s talking about it in terms of music and musicians, but it’s just as true for us.
You might not be that aware of this “pull economy” idea if you are sitting across the desk from a prospect in her office. It’s not that “attraction” still isn’t the best way to go, but it’s not as obvious when you’re standing in front of another human being. After all, most prospects will not show you the door (immediately) at the first sign of selling. You can read their body language and make adjustments to your approach on the fly.
But when you move online, or you engage in any client attraction from a distance, things change.
You either earn the privilege of getting “pulled” into someone’s world, or you get shut out. The door slams closed with the click of a button.
To play in this “pull” economy, where the prospects approach YOU, there has to be a reason they’d want to do that.
Moths like lights. So if you want to attract moths, you set out a light. It’s pretty simple.
The dynamic with clients uses the same underlying principle, but since humans are involved, we’ve got a long list of variables.
But at the end of the day, if you’re going to attract clients, there’s going to be a reason they come to you. You’ve got to be the light.
Do you know how to do that?
I’ll give you the answer that I discovered. The fact that it’s taken me so many years to figure out something so simple isn’t exactly a testament to any high level of intelligence. (I just stuck around long enough until it whacked me smack between the eyes enough times to get it.)
The way you “set out your light” so that it attracts is through demonstrating what you do and how you do it.
Notice that the action word there is demonstrate, it’s not TALK.
Don’t tell your clients how great you are, demonstrate how great you are. Both actions CAN create a sale. But only one of those actions creates a sale where the relationship with the buyer and the position of the provider as EXPERT have not been compromised.
Don’t drain your brain trying to figure out what makes you “unique.” That’s hard work for a mediocre and probably wrong (at best) result. It’s far easier to simply BE WHO YOU ARE and DEMONSTRATE WHAT YOU DO AND HOW YOU DO IT in a public enough way that you attract those who perceive that as uniquely valuable to them.
Over time, they’ll TELL you the reason they showed up. Just keep your ears open 🙂
I have a roadmap that can give you a jumpstart on this path. For the right person, it can save a lot of time.