One of the toughest things about sales, and heck, one of the toughest things in life in general, is we often forget others don’t necessarily share our passion about things.
So for instance, if you’re really passionate about Ultimate Fighting, for example… if you live and breathe this stuff to the point where you’re following every single match, each fighter’s particular training methods… and even their diets… it’s hard for you to understand that there are people out there in the world who could care less about UFC.
Who don’t even know what UFC stands for, for that matter. Yet, you might be spending two or three hours a day thinking about it and discussing it on forums online. And when you’re so immersed in something like this, it’s hard to fathom that there are others out there who are so unaware, right?
Well, this is the same handicap many sales people and entrepreneurs suffer when it comes to selling.
See, no one, including your customers, cares anywhere nearly as much about your business or your particular skill-set, the way you do.
And so when you’re out there trying to sell prospects on something, you need to sell them on end results and solutions, not “how good you are” at wholesaling homes… or financial planning… or interior decorating… or whatever it is you do.
And it’s sometimes hard to do this because you’re so completely immersed in being the best at what you do — it’s hard to imagine anyone, especially your customers, not sharing or appreciating the pride of ownership you have, over how skilled you are and how competent your work is.
But rest assured, they don’t appreciate it, because it’s not their problem.
You get hired, and people buy stuff from you because of the results you deliver, and nothing more.
No one cares I’ve spent close to 30,000 hours over the last ten years becoming the best… refining my copy and my marketing skills. And frankly, they shouldn’t care. That was my decision, the same way it was my decision to have three children.
These are my choices, or my problems, even. And in sales, you should never make… your problems… your customer’s problems.
Sell results, solutions, and end benefits, and your customers will hear you loud and clear.
And tomorrow I’ll give you a few easy strategies to use, that’ll help you do this.
Now go sell something, Craig Garber
P.S. Discover over twenty-one common actual live copywriting mistakes that turn your prospects off, completely, this month — and see how to re-create a business marketing plan using two-step lead generation.
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