The Desert of Arizona
Sunny 69 Degrees
Do you know what your clients want?
I know you know what you sell. I know you know what you do, the service you perform.
But what do “they” (your prospects and clients) want?
Because that’s all that matters. And that’s the only thing for which your clients are willing to exchange money.
The day you STOP selling what you do and start selling what they want is the day your competition begins to disappear.
You will stick out like a diamond at a coal convention.
Because most service providers will never get this. Or even if they do get it in their minds, they’ll never actually put it into practice.
It’s not easy at first. Especially if the habit of selling what you do is embedded deep inside.
But it’s worth starting a new habit. One where you actually frame everything you say and do based on what they actually want.
What they want is the result, or something that the result brings to them.
If you don’t have this information, then you have to dig it up. This can help. Once you find that gold, then things are going to get much easier.
Because you’ll finally be walking around offering the world something it wants. And humans are wired to pursue things they want.
So you’ll be using the natural order of things to your advantage.