Chris Makell

When I hear entrepreneurs complain that they are not making any money, not attracting clients and getting discouraged about their businesses, I ask them what they’re doing about it.  To sum up the responses, it’s often, “I’m not comfortable with selling.” While there’s so much more that I can say (and teach) about this statement, I’ll just focus on the underlying point that they miss.

It’s really NOT about their being uncomfortable with selling, it’s more that they don’t know how else to get their customers to “buy.” I’m sure you’ve heard that “customers/clients like to ‘buy,’ they don’t like to be sold.”

So let’s look at how most buying decisions made. The usual process is to do some research; ask friends and family for their experiences or input or it may just be a gut decision. If your market is information driven, i.e., they want to learn more before they buy, then your focus has to be in providing them with as much as they need to make an informed decision.

Makes sense, right? Sound fairly easy? Sure. Then why aren’t more entrepreneurs doing it?

I have a theory. Because it’s not “sexy” enough! Spending time thinking about what your market wants and teaching them the benefits of buying it from you, is just not as attractive and quick as say…putting up a “squeeze page” with some graphics, using social media to say it’s great, it’s ready, it’s here and come and get it. There may be some sales, but a sustained cash flow it will not make. Unless you…

Teach more to reach more.

When you are educating your market about all the ways in which they can create wealth, have more fun, stay young and sexy, find the love they want, create the career they desire, etc. they will not view what you have as a commodity. And you know how commodities are purchase…lowest common denominator! (Yikes, just took you back to algebra!) That is, price. And that’s a game you don’t want to play.

Teach more to reach more.

I’ll share more specific steps you can take in the next post!