This is one of the those sayings that everyone knows and says … and we all agree it's true ... but do you know how to apply it your business? Just saying it isn't enough. In order to use this valuable tool, we have to do it!
I have been thinking a lot about this lately and have come up with some great ways to help you rethink and apply this in your business. Let’s get into action!
The act of trading or selling and buying is a very human one and one that has been around since …. well forever. So the first thing to focus on is that people buy from people, not from computer screens or emails or from websites.
There are two parts to this … someone has a product, asset or skill that is valuable needed by someone else. The other person has a need a requirement or a problem that they want fixed.
The first person has to not only have this skill or product and be aware of its value but also be open and willing to share or trade it. They have to have the mindset that they have enough to share and take the actions that make it possible for this to happen.
The second person is searching for a solution to their problem they might not know exactly what that looks like or how to find it.
These people have to meet, to share ideas of what they have and what they need and then agree to trade.
Knowing of someone is about the WHAT of your business. Do people know and understand what you do? Think of this as a doorway … if someone is searching, they might look at the door of a shop and make an instant assessment whether to go into the shop to find the solution they are looking for.
There is a trend to make the description of what we do elegant or interesting…. Let me give you an example. An accountant might describe themselves as a wealth manager. In the first instant a person just wants to know what you do and understand if you can help them or not. The know component is about WHAT you do. Think about this … if I asked you … do you know an Accountant – then a few people would pop into your head.
This is just like the door to a shop and allowing others to know and open the door is the simplest part of this equation. The thing to concentrate on with this element is to keep it SIMPLE. You want to make it super simple for those people walking by to know what you do.
Have you ever entered a shop and the assistant doesn’t even acknowledge you or is say hello? How does that make you feel? For me, it makes me feel like walking straight out again – and often that’s exactly what I do.
People like us because of HOW we do the things we do. How you treat them, how you make them feel, how you help them. It follows then that to ask someone to like you and your business, you have to be open about the HOW of your business.
Not everyone is going to like you … and that’s ok. The important thing is to know who your tribe are and how they like to interact and then build your business and your processes around them. You can’t be everything to everyone so knowing who you are serving and then building the HOW you serve them around them and how they want to buy is the critical piece to your success.
This element is the hardest, the deepest and the most powerful. What is it that makes you trust someone and choose to invest in their business over someone else. It starts with the what and the how you operate in business … but there is something deeper, something more important.
There is a magnetic force that draws people to you …it’s trust! People will trust you and be drawn to you when they get WHY you do what you do.
When you allow people to understand the motives and inspiration behind you and your business you start to allow them to build trust in you and your business. It is your WHY that draws people to you and allows you to inspire them to work with you and buy from you.
In the end transactions happen because your customer feels like they can understand and trust why you are doing this, how you do it and finally what you do.
If you want to put this into action in your business then you have to start connecting with people. To allow them to easily know what you do, how you do it and lastly and most powerfully why. Once you have done this, then people will buy from you when your why is persuasive, your how suits them and you have what they need.
Now it's up to you to get out there and get into action!
Let me know how you go by commenting below.
Would love to hear about your journey in sales ...