This article will help you sell more (and know the value of a skimpy bikini), but first a question. If I say “ABC” what goes through your mind?
- Gentlemen of a certain age will start singing “the look of love” and picturing dreadful hairdos.
- If you’re older, you may think about the ABC cinemas.
- Younger? Maybe you’re thinking “what’s this madman writing about”.
Old sales technique: Always be closing
I met two guys whose sole belief was ABC (“always be closing”) and wrote about it (“how to disengage new contacts when you meet them” makes this point really well). I met more last week.
“ABC” is an old style sales mantra, meaning try to close a sale in every conversation. It’s as out of date as Victorian bathing costumes! I avoid people like that, don’t you?
Who have you met that thinks they need to always be selling to you and “always be closing”? How annoying is it?
What should I do to sell more?
Turn to something more powerful (and in keeping with the social media age).
“Add value constantly”
AVC leaves you in a better place to develop powerful relationships and sell more, without selling. But, I’ve had discussions with people (especially accountants) who think I’m mad:
“why would you have a free resources page where you give away great information about how to run your business”,
“why would you give that much away at a meeting with a prospect”,
“why did you give that much away when you merely met somebody at a networking event”?
I often get asked these questions. It’s simple, because it helps get more leads and sales. You’re enjoying this article and may see the advert on the top right, maybe you’re thinking of completing it. It’s a theme that i often call “educate, don’t sell”; you can read more about it in sell-more-by-selling-less
What’s the catch?
Be very clear what people are buying from you, so you don’t give everything away. What is the most valuable part they buy? That’s the bit to keep!
The graphic designer teaching people the technical issues (trade secrets?) of how to recognise and create good logos is doing a good job. What they really sell is experienced creativity and time. If I had a few hundred hours maybe I could take the technical knowledge and create a good design, but I’m buying a short cut to that. In the meantime I pay for their expertise. Think about “The bikini principle”
What do accountants sell? Maybe it’s the experience to see things that could generate tax savings, it’s certainly time saving. Anybody could do their own accounts.
Think carefully about what you sell, have you read “what do you sell sex or simply feeling good?” it will give you some more ideas on this theme.
What do you really sell in your profession? How much of the rest could you give away? I’d love to read your thoughts.
But: know what you won’t give away, don’t reveal too much!