Of all the incredible speakers at the retreat this year, Carl Gould was one of the ones with the greatest amount of information to impart.
One of the things he talked about was the fact that every industry and person has a blind spot, and how these blind spots make the perfect sale.
Think about it this way: you're much less likely to go find a swim coach if you already know how to swim well (Unless of course you're competing, but that's a whole different ballgame). It's the same way in businesses. If you have a business-to-business clientele, you have to find the point where your customer is struggling and that is where you make the sale.
Additionally, people are most likely to buy your product if they have a need for it. And even more-so if you present it in a specific way that meets their needs
Carl's example was Starbucks. Starbucks knew that they couldn't win on the coffee market alone, they knew that they had to find the industry blind-spot to fill and meet a need that was unmet. So that is exactly what they did; they found their market niche, their market blindspot.
You can do the exact same thing! Find the point where your client is struggling, where they need help from your area of expertise, or where your competition is failing them, and that's where you'll make the sale.
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