Page 33 - Get More Business 2022 v1

Each potential customer is human, just like you. He or she is not a
“prospect,” a “commodity,” a “transaction,” or a “potential sale.”
Customers respond best when you engage with them, seek to
understand their needs and desires, listen and ask questions, and
make a sincere effort to connect with them.

Customers buy from people they know, like, and trust. They will
spend more and want to buy from you if you sincerely demonstrate
that you are likable and trustworthy—something that your
competitor often forgets. By focusing on the actions that increase the
affinity between you and potential customers, sales happen

naturally—without any pressure, force, or the need for closing
questions.

More sales happen when customers see you as a trusted advisor. You
can rise to the top of your company or industry when you become an
expert on your product or service, fully understand your target

market and what they need, and become a reliable resource who
offers value regardless of whether clients are ready to buy. As a
trusted advisor, clients will seek you out and want to build
relationships with you, relationships that result in referrals and
repeat business.

Michael Port: Book Yourself Solid and the Contrarian Effect