How to sell more by selling what people want

I won’t claim I found the “glitch of sales” because I don’t. But a while back I noticed something interesting:

I can sell more and easier by selling exactly what people want. I know it’s obvious, but it is?

I mean, search for companies providing a particular B2B service, like design for example, and do the following exercise:

First, answer these questions:

1. In what way could those companies help me?
2. What would I want in “the moment 0”?

Second, see if what they sell is what you want.

Eg:

The companies I found could help me with designing my website. In “the moment 0” I would want to know:

– What should be the structure I use?
– Is it better to build it like a sales page or not?

↑ 2 simple examples that come through my mind.

Now, going to the second step.

These companies could design the website for you, but in “the moment 0”, you don’t want the website design.

You want to solve the initial problems: the structure problem and the sales page problem.

So between “I need this” and “I want this” there is a gap filled with problems. A gap that is often too big for potential clients to say “F*ck it, I’ll figure it out”.

No, people won’t do that. If you can’t help them figure it out, they would slowly lose their interest and leave.

And no, a blog post or any piece of content won’t help at this stage. They want to see what the experts have to say about their issue.

Hint: “The experts” are you or your company.

Reading a generic blog post means they will be the ones who figure it out. If they are the ones doing it, it means you didn’t help.

If you don’t help, they don’t trust you.
If they don’t trust you, there’s friction.
Friction means less clients and sales.

And you know what’s the funny thing?

A lot of companies I interacted or worked with could solve this huge problem with ease.

How’s that?

Well, they were already aware of those “moment 0 problems” but they didn’t solve them when they should.

I worked with several design agencies and I noticed a process most of them have:

They start with a “Discovery Workshop” or whatever name they give to it to go through the things I mentioned above.

But they are doing it too late!

They are doing it after the client said “F*ck it, I’ll figure it out” and decided to commit and pay.

Guess how many don’t say that? And simply stop and leave?

And speaking of “leave”, do you realize you might leave money on the table with a similar approach?

You can easily reduce friction and build trust just by giving people what they want. When you do that, selling becomes easier.

So, the answer to today’s topic is:

If you want to sell more (and easily) identify what people want in “the moment 0” and sell them that thing.

You will reduce friction.
You will make them say “YES”.
You will build trust one step at a time.
You will make your life easier (and sell more).