We sell with samples — Kelford Labs Daily
Not by saying things.
“None but those who regard advertising as some magic dreamland will ever try to sell without sampling.”
— Claude C. Hopkins, My Life in Advertising
I started reading Blair Enns’ latest book, The Four Conversations, this week.
In it, he writes: “In any sale of expertise the sale is the sample of the engagement to follow.”
This made me think of what David Maister wrote in The Trusted Advisor: “The best selling technique is to not sell, but to commence the service process. ... Good selling requires giving the client a taste of what it feels like to work together.”
But I don’t think this only happens in the sales process itself, or in those one-on-one conversations.
It can happen with our marketing content, too.
The newsletters we write, the posts we put on LinkedIn, the process we outline on our website:
Each of these things are opportunities to demonstrate, to begin the engagement before we’re hired.
We can point out possibilities, we can ask interesting questions.
We can sell by sampling, not just by saying things.
So, what methods, means, or media do you have access to now that could allow you to sample and demonstrate what it’s like to work with you?
And how could you start today?
Reply to this email to tell me what you think, or ask any questions!
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