Alex's Story

Once upon a time...

... there once was a mover named Alex. Alex was great at moving things, especially up the big hill that sat in the middle of his village. He could figure out how to move anything up that hill, no matter how big. He always found a way.

Alex spent most of his time on his moving business. Everyone had something to move over the hill and Alex was determined to be the person hired to do it.

He spent a lot of time getting to know people in his village and figured that if the villagers got to know him well, they would be sure to hire him if they needed something moved over the hill.

So Alex spent a lot of hours visiting his neighbors and getting to know them. He was well-liked by these people because of his personal attention. They trusted him and often invited him to family events and gatherings.

One day, Alex was visiting one of his clients in the village, when they happened to mention to him that they had recently moved a piano over to the other side of the hill.

Why hadn't they asked him for help? He asked. Because, they told him, it was a really valuable piano and they had heard about Mr. Smith's Over the Hill Moving System. He is one of the best movers in the business. Everyone was going to Mr. Smith for the real complicated moves.

Alex was surprised that his clients didn't know about all the pianos that he had moved and that they didn't know he was voted the best piano mover in college. After all of the time he had spent visiting, Alex was hurt that they never bothered to ask his advice about how to move the piano.

Why Is Alex Losing Sales When He Has Such Great Relationships?

Alex was confused. He had read many of the most popular business books, attended all of the sales seminars, and had been working hard on his business. All of these gurus advised him to "build strong relationships with your customers" He religiously followed this advice only to find out that having a great relationship with your clients does not guarentee a sale. The more Alex thought about this the more he realized that building his business around his relationships was killing him. It took a long time to establish a relationship and build trust. He could not delegate the moving to others because he was the one the client trusted so he needed to be there. He was also amazed how often he still needed to compete on price. On top of all of that, he could only have so many relationships and he wanted to grow his business.

Alex asked himself, "there must be a better way?"

So Alex decided to visit Mr. Smith to see if he could learn more about how Mr. Smith built his business. Mr. Smith was happy to help him. "Alex", he said, "it all boils down to this.  Right now you are a Secret Expert. Here is what I mean by that.  When a client works with you at some point THEY discover you are an expert. But they need to work with you to discover it.  Because your expertise is hidden you cannot sell it.  So that means you need to sell something else, like your relationship."

So Alex, let me ask you this, when you are building a relationship with a client what is the value you are creating." Alex thought about this for a moment and relied, "trust". That's right, added Mr. Smith, but here is the rub. That gets beat by a person perceived as being an expert everytime. Because they trust you, but they trust me to do the better job.

But it means you have to learn how to sell your expertise. And that is a different process.

As Alex thought about this he realized it was true.  He was a secret expert and he was not selling his expertise to his clients.  "But what if I don't know what makes me different?", Alex asked.  "Alex", Mr. Smith answered, "that is the key question to answer.  But I am going to give you a clue.  Ask yourself this, what do my competitors do that creates problems for their clients that you have learned to avoid?  That is where your expertise lies."

The Most Important Sales Technique You Have Never Been Taught

If you have ever wondered what the single most important skill in building a business based on your expertise, that when mastered would single handily account for more sales than any other skill, I would tell you, without a doubt, it is the ability to get clients to buy your expertise, not your service. That is what The Expert Sales Process is all about.

How much more money would you make if there was a way that you could present your services so that you would have prospects quickly becoming clients and willing to pay a premium for your service?

If you feel the answer is lots click here.