When you sell, you manipulate people’s emotions. You focus on fear of loss and overcoming objections.
Selling is pushing.
You push features and benefits. You push compare and contrast. You push fees and performance. You push by commoditizing yourself.
When a car company (or anyone) offers you no payments or discounts, that’s pushing mistaken as value.
Selling is pushing. Always.
Pulling happens when you have something other people genuinely want. Pulling happens when you create an experience that people enjoy and want to share with people they care about. Pulling is when you lead, not manage. Pulling is when you have something that is so meaningful to you that it becomes worth far more than it costs.
Generalists and sales people can never be pullers. They push because it’s who they are.
Here is how you make the switch.
Stop trying to be all things to all people.
Stop focusing on products and services.
Stop measuring value in dollars.
Start thinking in terms of exclusivity and scarcity. You are only right for some people.
Start a conversation other people want to have.
Start focusing on the humans you want to work with.
Start measuring value in transformation.
What do you do (or want to do)?
What change will happen if they work with you? BEYOND the obvious promise of your products and services? Assume, rightly and always, that they can get whatever you have anywhere, for less.
It’s not your stuff — that’s just push.
It’s all you. That’s pull.