Stop selling services if you want more clients
I bought an iPhone 4S when I was in high school. Since then, I “upgraded” it twice, never returning to an Android phone.
Some of you using Android want to close this email, but please don’t.
I won’t tell you an iPhone it’s better, I just want to show you an example you can relate with.
The reason I didn’t even think about switching from iPhone was “they sold me”.
At least in my case, they managed to make their competitors irrelevant just by the way they presented the product.
From my point of view, Apple managed to do this because they didn’t try to sell a “service”.
Most probably if they were trying to do this, they were going to lose the battle with Samsung or other big companies.
Simply because “on paper”, Samsung for example has better specifications than an iPhone.
(Yes, an iPhone user admitted this)
Yet, I (and a lot of iPhone users) don’t care about that.
I said before that Apple didn’t try to sell a “service”. What do they sell instead?
An offer.
They put all their advantages (speed, operating system, security, social status, etc) into a box and built an offer they started to sell.
By doing this, all the other things most similar companies focus on… become irrelevant.
The same concept applies when it comes to B2B services.
A lot (and most) of companies try to sell a service or a set of services.
They list what they do, show some logos for social proof, write a few case studies, and that’s how they sell.
Does it work?
Yes, sure, I would lie to say no.
But it’s very difficult to stand out in a crowded market and compete on something different than the price.
(People don’t look at the price when buying an iPhone, but they do when buying an Android phone)
If you want to start getting more clients and be able to not compete only on price, you need to sell an offer.
Take everything you’re capable of, define the outcomes, and create a clear and compelling offer.
You’ll make people feel what you’re selling is exactly what they are looking for.
That’s what gets you more clients in a simple yet very effective way.
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