MARKETING HAS CHANGED. If you're still trying to sell to customers using old,
worn-out hard close techniques that worked decades ago, you will soon be as
extinct as the dinosaurs. You can't 'trick' a customer into a sale. And no matter
what you've heard from some online marketers and sales trainers, there is no
need for mind control techniques. Good marketing is not manipulation. You'll
sell more by serving your customers and clients than you ever will by taking
advantage of them.
If you're like me, and many of the clients I've worked with over the years,
those old sales techniques made you uncomfortable anyway. You got into
business to bring value to others. And that's why you're going to love the
methods I'll be sharing throughout this book.
These methods allow you to guide, encourage, and share value with your
customers before they ever spend a single penny with you. Subscribers regularly
email me and tell me how much they appreciate the value that I've shared with
them, even if they haven't purchased yet. This same principle applies with blogs,
podcasts, videos, and social media. You don't have to wait for someone to
become a customer before adding value to their life.
Today's customers are better informed than ever before. They research
products. They compare you to the competition. They're even researching the
new breakthroughs occurring in your field. If you're following old sales
techniques based on tricking people into buying your products or services, then a
highly educated customer is a negative to you. But if you're focused on serving
your customers, this will be a game changer for you.