Giving away your expertise
What is this “give to get” stuff?
I am sure we have all heard it - you need to give to get. If you are networking, or selling in any way, give first, without expectation that you will get back right away, or from the same person. If it is so widely known, how come we get into loads of transactions where people seem to constantly trying to “get” clients? Maybe you have done that yourself, I certainly have. Once again, this is a mindset change.
How do you give first?
Remember that the first job of marketing is to gain attention from your prospect. We have covered that in other posts but it is all about putting yourself in their shoes and figuring out where their pain lies. All too often I see business owners get that far, and then leap into trying to get the deal done. It sounds something like this:
” I’d love to get together so I can tell you more about what we do and how we can help you”
“‘I’ll send you my brochure/proposal etc. that explains everything we do”
There are many variations on this theme. Mostly however they are, again, concerned with you and what you are going to TELL your prospect. Often times the prospect doesn’t want to be told, it is too early in the process to be doing so. Notice that nothing has been given here, except a load of information about OURSELVES.This is a turn off and is unlikely to thrill the prospect. Why? Because he or she probably thinks you are into selling too fast and haven’t proved to me that you understand me yet.
This is where giving comes in
It’s about showing you understand them, their issues, and are prepared to offer them something of value to begin solving issues for them. This can take numerous forms from referral to someone else, to a report you have written, to a blog that addresses these issues, a seminar and so on. How do you establish the correct approach? ASK QUESTIONS. Ask them about their issues, their businesses, key challenges and resist the temptation to rush in and tell then how you would solve it. Only once you understand, are you (maybe) in a position to give them some of your expertise. Note also that these questions may reveal that the person you regarded as a hot prospect doesn’t actually fit your ideal client profile (you have one of those, right?). That’s OK too - you have saved both of you a lot of time.
Don’t give away the farm
There is an obvious objection here.
“If I give away my expertise then why would anyone pay me for that information?”
It’s a good question but I invite you to ask yourself whether you can really give away your entire service in a report or even a seminar. Most businesses are a lot more complex than that. However you can give away genuinely useful things (and you should) that build your credibility and level of trust with your prospect. It gives them a chance to sample you without committing 100% to hiring you at this stage.
It works, but it requires a change in mindset. What will you give away that:
a) Adds value to your prospect
b) Showcases your expertise
c) Allows them to disqualify you (and you, them) or make a decision to go to the next step
You will also find this is a lot less stressful than trying to persuade people all the time and have them resist being “sold” to.
Tags: give to get, marketing, small business