The Client Letter
September 16, 2013
The Desert of Arizona
Sunny 60 Degrees
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Back during my brief career as a car salesman, I had no idea that “selling by attraction” existed.
These days, it’s become like the 8th Wonder of the World to me.
On the car lot, however, that type of selling didn’t exist. At least I never saw it. What we were taught was more akin to selling via pouncing.
You see, car salesmen actually DO begin the transaction in a position of strength. I can say that because, for the most part, if you want a car, you have to go to them!
But they screw it all up the minute you pull onto the lot. The second they see you, YOU become the pursued. Which means YOU are in control and YOU are controlling the flow of the game.
He who is pursuing is reacting. So they lose right from the beginning. Really dumb.
And that’s why they tell their salespeople that the goal is to get the customer to drive the car home and OFF the lot. There’s some legal loophole they’ve got once the customers leave with the car.
All of this behavior (and so much more!) has basically given selling a bad name. To the point where service providers all over the world get a greasy grimy gopher guts type of feeling inside when they think of selling themselves.
Unfortunately, if you don’t sell yourself in your service business, you won’t have much of a business.
“Houston, we have a problem…”
To sell or NOT to sell? That is the question is it not?
No. It’s not the question.
If you don’t want to sell what you have (including yourself), then get out of business. Really, no hard feelings, but it’s not going to work. Life is too short. Go do something you actually enjoy.
If you’re still here, then the real question is HOW BEST to sell what you have?
A lot of people have an aversion to selling. ESPECIALLY if they’re selling themselves. This is sad. Because you’ll end up serving NO ONE if you can’t sell yourself.
But you don’t need to be slimy about it.
That’s why I’m pretty darn convinced that selling via attraction is the only way to fly.
Selling via attraction means you don’t have to strong arm anyone into the sale. Because when they show up, you’ve engineered things so they already want what you have!
This is what this daily letter is about.
If you want to sell yourself (it’s much easier to EAT when you’re able to do this) without doing it like a used car salesman, then you are in the right place.
Because that’s pretty much all I talk about.
And once you see it work in YOUR business, you’ll never go back.
Become the prize. Become the pursued. That’s the goal.
That’s the focus of each and every issue of The Rainmaker Letter. It’s by far the biggest value out there dealing with this topic. And if you’re not getting it, then here’s where to fix that.