Lessons from the Scene: Stop Selling Nails by Stanley Leary

by Stanley Leary


 

Soldiers
 

 

Each year I attend a few workshops and seminars to keep me up to date and increase my value to my clients. Years ago some friends suggested that I should splurge and invite the speaker I was impressed with out for a meal to some nice restaurant. At first I was worried that these important people would think I was nuts.

The first time I took a speaker out to eat I expressed this worry. She laughed and said, “No man, I was a peon myself once and not that long ago.” I learned more asking questions and listening during this one-on-one time at a meal with a key person than the rest of the entire conference. By the way, that first speaker and I became friends and have stayed in touch over the years.

I’ve met others, who were struggling and barely had any money for their own food, but they still took a speaker to lunch. Much later on they told me that the investment in that lunch changed their lives and their business.

Let’s think back to the meals you treated those special speakers to. Price was not the determining factor. The value of what you got for your money prompted you to take that vacation or buy that person a meal.

If the quality of your work is superior and you have consistently treated your customers with honor, dignity and respect then you have established a brand that will draw clients to you.

If you are aware of how your work defines you in the marketplace and you communicate this effectively to potential customers you will do well. You can compare what you do to your competition or you can just point out all the things that you do for your clients and never mention the competition.

If prospective clients are talking price and bottom line then stop selling nails and wood and start talking about the quality of your work and what you will do for them.