Walk In Your Clients’ Moccasins

When I was a child, my Mom often used to quote the Native American saying “don’t judge someone until you’ve walked two moons in their moccasins.”

It’s sage advice for many reasons. Particularly when running your business.

As business owners, it can be easy for us to get trapped into the profit mindset - you see a new client or a big account and you immediately think how much money “winning” that would bring you.

This is the approach I see too often, especially when consulting with companies with a large sales force. Typically their sales teams have been conditioned, from years of “blunt force trauma”, to be constantly “on the hunt” for new business. When they identify a target, they close in, securing a new appointment, doing sales pitches, experimenting with different “sales closes”, and applying large amounts of pressure to get a commitment.

Then they wonder why scaling their business has been so difficult.

Frankly, this sales approach is antiquated and backwards. If you’re having to use any of these tactics to get new business then you don’t have a sales problem, you have a marketing problem.

Relying on different “sales closes” to convince your prospect to say yes is a clear indication of this. So is applying sales pressure, or any of the other hundreds of “sales tactics” touted by so called sales-experts.

Here’s a much better way

If your marketing has done a good job of attracting the right prospects to you, by the time they reach your “sales process” - they are already 90% convinced that moving forward with you is a good idea.

Then there is no sales process. It’s more of a verification process. No slimy sales tactics needed. No sales pressure. None of that garbage. This is what I teach you how to do in my book The Client Stampede.

I know what you’re thinking. “This all sounds great but where do I begin today?”

With the client. By walking two moons in their moccasins. Understanding their needs and desires so deeply, and how your product/service offerings really help - that it’s a no-brainer for them to move forward with you.

In other words, you start with service. Building trust and relationship through regular marketing. Offering useful things that improve their lives and their position.

This kind of marketing is what builds a durable business with super fans. The kind of business that makes you feel proud to own when you wake up in the morning.

Isn’t this far more preferable?