Step back and sell the benefits

Transformations are what sell what you do. Features need to be listed of course, but it’s the results that count.

Typically we buy results – the transformation – more than we buy ‘what it is’.

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Don’t underestimate what you already know

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We all do it.

We think that we ‘don’t know much’, or that we only know ‘what everyone else knows’. This is the blight of ‘common sense’ :)

Sometimes it takes a new situation, a meeting in a new context, or simply being asked the right questions, for you to realise what you DO know and that it IS of value and that YOUR common sense isn’t everyone else’s.

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Not all customers are created equal…

Now, while I do believe it’s true that all men (and women) were created equal, in business it’s very important to remember that not all customers are created equal. What I am talking about here is customer segmentation, and identifying the ‘best’ customers for your business…

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Give them what they want (but make it what they need)

You should always be listening to your market and offering products and services they want. That’s common business sense. That said, sometimes you may know that what they (your market) ‘want’ is not what they ‘need’. The trick here is a to strike a balance and meet them where they are, then gently ‘steer’ them to where you know lies a better answer.

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The long way round

Sometimes we know we’re ‘almost there’, but instead of taking the step to the left, we take about 47 right turns to end up there instead. And that’s OK.

Sometimes you’ll meet people who found their Thing, worked out their business model and got their positioning or niche right in one go. And then there will be other people (I was one of them) who took quite a few steps to get there. And shorter isn’t always better if you paid attention along the way.

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Help yourself, the buffet’s open

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Someone has to go first, and being overly polite about it might mean you miss out whilst it’s hot, or at least stay hungry for a bit longer. So let’s all tuck in.

The buffet IS open and there is enough for everyone. Of course, now I am not talking about food… I am talking about the market and there being plenty of work for everyone to tuck in to. But you have to go get your food to be able to eat it.

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