What is Selling?

One of the best definitions I have heard for “selling” comes from Dan Sullivan, my business coach for almost four years, and the owner of Strategic Coach. He said, “Selling is getting someone intellectually engaged in a future result that’s good for them, and getting them emotionally committed to take action to achieve that result.”
 
You will get paid for the results you deliver to your clients. But before you are paid, two critical steps must happen first:

1. Get your client to intellectually engage in a future result that’s good for them – your client must understand the problem they have and how your solution is going to solve the problem. If they don’t, you must educate them so they understand how simple it is and how much they will love the end result. 
2. Get your client to emotionally commit to take action to achieve the result – most buying decisions are emotional, and you need to really explain the pain they are experiencing now, and how your solution will solve the pain. The irresistible offer you present to experience the service should push them to say, “I would be crazy NOT to take them up on this offer.”

 
For example, Wash-Dry-Fold (personal laundry) is not something most people like to do at home. If we educate our clients on how much time is actually spent on laundry, how much costs there are, and how easy it would be to outsource this boring time-sucker of a task and then present a risk-free trial of the service to them, a certain percentage will sign up and become paying clients.
 
When you’re educating someone on something they want, they will never think they are being sold, because they aren’t being sold. You are serving them. You are simply pointing out the pain (lots of time spent on laundry), providing an easy solution (clothes picked up, cleaned, and delivered to their home twice per week), and then giving them an irresistible way to try the service.
 
Just remember: People love to buy but hate to be pressured.
 
Have a great week, friend!
-Dave