Professionals struggle with selling because you're focused on the wrong prize. "Expert" advice is so contradictory: be more persuasive, active listening, sell yourself. You struggle with selling because you have the wrong goal.
When your goals are aligned with your prospect's goals (note the order), you WANT to hear what the prospect has to say. You will naturally let them talk and listen actively.
It's active listening only better. "Active Listening" is something you actively do. You have to work at it. Align your goals with your prospect's goals, and you listen with the same intent naturally. You don't have to remember to shut up. You are genuinely interested because that's how you align your goals with theirs.
There's a catch.
Aligning your goals with your prospect's goals only works if your ultimate goal is to build a relationship. A relationship via which you might end up selling something.
The problem for most people is their ultimate goal is to sell something -- and hopefully build a relationship in the process.
It's easier to focus on building relationships -- the right relationships with the right people -- when you seek to do business with only your Best Clients. These are the ones who generate the most profit while creating no headaches.
When you focus on attracting more of your Best Clients you recognize not everyone you COULD help is someone you WANT to work with. Your Best Clients want to work with you. These relationships have the magic chemistry.
Your goal is no longer trying to sell your services to anyone who will buy.
It sounds like you are limiting yourself. And you are. But not in terms of results.
Focus on your Best Clients and you earn more without working harder. More people at your firm will generate better clients and do it faster.
It's not magic. It's knowing who your Best Clients are, why they select YOUR firm, and articulating this with clarity.
