It turns out that everybody in your marketplace has at least 2 things in common.
- They hate being sold to.
- They hate having problems.
Think about it, your business exists in order to solve a problem or a number of problems. Every business does. Therefore, business owners should be approaching prospective clients as a problem solver.
Not as an accountant, courier, retailer, IFA, designer, trainer or whatever. But as someone who can make the prospect’s life easier, less stressful, or both, by solving at least one problem for them.
This means talking to them, instead of pitching to them. It means focusing on their needs, so we get a clear understanding of their problems. Then, explaining how we can help them.
When your marketplace sees you as a source of answers, they’ll regard you as a useful asset. And that changes the whole dynamic of how you do business. You become a vastly more attractive proposition.
Why? Because we’re drawn to those who can help us. Those who can make things better for us. Those who can reduce our stress.
In short, doors that were closed to you when you were trying to sell stuff, will fly open when you approach them as a problem solver. And you’ll find people start hiring you or buying from you, without you having to sell anything.