Tell Them What to Do Not How to Do it

5 replies
This gem was learned from Matt Furey. Love or hate the man, he's built a multi-million information product empire.

What he said rings true no matter whether you're trying to sell to offline clients or even if you're trying to sell an information product online.

Tell them what to do [in the case of offline clients what you're going to do for them] but not how to do it [in the case of offline clients how you're going to do it for them.]

If you're talking to a prospective offline client the chances of giving them information overload are tremendous.

If you're an expert in the subject, it's easy for this to happen. The problem is, the client is most likely not on the same level as you are.

For example, if you're talking to them about building backlinks, all you have to do is tell them the what, not the how.

"You see Mr. Business owner, I'm going to have some backlinks built to your website. Backlinks are important in order to help people find your site when they're looking to buy [whatever your potential client sells.] I'm going to make sure you have high quality and relevant backlinks to your site to try and drive more eyes to your website and make more sales for you putting more money in your pocket."

They don't need to hear that you're going to get links on PR 4+ domains.

They don't need to hear that you're going to be using a linkwheel.

They don't need to hear that you're going to be using social signals such as Twitter, FB, Google+ etc...

They only need to hear that you're going to provide them backlinks, get them more traffic to their website, and put more money in their pocket as a result.

This was just an example for someone offering SEO services.

It doesn't matter what service you're offering. Stop losing sales and making clients eyes glaze over because you're telling them what you're going to do AND how you're going to do it.

It benefits neither one of you if you go into specifics of exactly how you're going to do it.
  • Profile picture of the author TheBigBee
    Originally Posted by Jason_V View Post

    This gem was learned from Matt Furey. Love or hate the man, he's built a multi-million information product empire.

    What he said rings true no matter whether you're trying to sell to offline clients or even if you're trying to sell an information product online.

    Tell them what to do [in the case of offline clients what you're going to do for them] but not how to do it [in the case of offline clients how you're going to do it for them.]

    If you're talking to a prospective offline client the chances of giving them information overload are tremendous.

    If you're an expert in the subject, it's easy for this to happen. The problem is, the client is most likely not on the same level as you are.

    For example, if you're talking to them about building backlinks, all you have to do is tell them the what, not the how.

    "You see Mr. Business owner, I'm going to have some backlinks built to your website. Backlinks are important in order to help people find your site when they're looking to buy [whatever your potential client sells.] I'm going to make sure you have high quality and relevant backlinks to your site to try and drive more eyes to your website and make more sales for you putting more money in your pocket."

    They don't need to hear that you're going to get links on PR 4+ domains.

    They don't need to hear that you're going to be using a linkwheel.

    They don't need to hear that you're going to be using social signals such as Twitter, FB, Google+ etc...

    They only need to hear that you're going to provide them backlinks, get them more traffic to their website, and put more money in their pocket as a result.

    This was just an example for someone offering SEO services.

    It doesn't matter what service you're offering. Stop losing sales and making clients eyes glaze over because you're telling them what you're going to do AND how you're going to do it.

    It benefits neither one of you if you go into specifics of exactly how you're going to do it.
    I'd simplify the back links explanation further, when people can't understand you, they resent you. Keep in mind 54% of people in this country dropped out of HS. I'd probably say something like;

    "You need back links and a lot of them. Getting the most back links helps you win the Google popularity contest. Google thinks that the person with the most back links is the most popular - so Google puts them first so they get half of all clicks."
    Signature
    FILL IN THE BLANKS!
    {{ DiscussionBoard.errors[8009376].message }}
  • Profile picture of the author Mwind076
    Hallelujah. K-I-S-S.

    Not to mention, while you're off overselling yourself on a call or email or visit, no work is getting done. Tell them what the outcome will be, and what you need from them to do it right, and do it!
    Signature

    Looking for answers on how to SUCCESSFULLY market your company?
    Cold Calling, Appointment Setting, Training, Consulting - we do it all!
    PM for more information

    {{ DiscussionBoard.errors[8009953].message }}
  • Profile picture of the author globalpro
    Even simpler is to tell them you are going to get them results. In the end that's all they really care about. Work on instilling confidence in you as the solutions/results guy.

    An example I have used, is if I had a brain tumor and found a brain surgeon that I felt confident could do the job, all I want is the tumor removed. Any medical explanation of the procedure would be lost on me.
    {{ DiscussionBoard.errors[8011584].message }}
    • Profile picture of the author RimaNaj2011
      There's 2 types of clients from my experience:

      Those who you just sell value and solutions too with ZERO details because they honestly don't care, they just want you to get the job done and make them money.

      And then there's the kind who want to know details becuase they might be able to do it on their own. I tell them exactly what I'm going to do but I make it sound overwhelming so by the end of the appointment they want just me to take care of it.
      Signature

      {{ DiscussionBoard.errors[8011822].message }}
      • Profile picture of the author Jeff Schuman
        All of this is so true Jason. I sold to local businesses offline for almost 20 years before getting into IM and I found most business owners really do not care how you are going to help them, but rather just want to trust that you really will help them. Get good at that and selling offline clients is easy.
        Signature
        Jeff Schuman - SEO Blog Writer For Hire! Buy affordable, SEO, quality, MMO niche blog articles. Fast turnaround.
        {{ DiscussionBoard.errors[8011850].message }}

Trending Topics