A few years ago at a business event, someone asked me:
“What do you not sell?”
It took me a moment, and then I said: “Lies”.
And I realised how important it is to be ultra-clear on what you do not sell, or offer, or promise.
See, a buyer has more than just one problem they need solving.
They might show up asking for a specific thing, but there’s always a bunch of related issues they also need resolved.
And naturally, there’s a hope (often subconscious) that buying from you will bring those solutions as well.
And that’s where the ‘no lies’ policy is a super powerful element of your sales process.
Of course I don’t think you would literally lie to buyers – you probably wouldn’t read me if you’re that kind of person.
But, the more clear you are about what your work does not do for a buyer, the easier it is for them to trust you.
Whereas if you leave it in the middle, undefined, or if you try to include a service, outcome, or benefit that isn’t in your core area of expertise, you’re actually harming your chances of closing the deal.
That’s why “Is not” – a very clear and open part of the sales conversation that outlines exactly what problems your product or service does not solve – is such an important element in my Sales for Nice People framework.
The features and benefits of your offer consist of two parts: What it is – meaning, what result or outcome you promise, and what it is not – meaning, the outcomes or results that might show up, but that aren’t elements you promise.
And the more explicit and clear you are about ‘is not’, the higher the degree of trust a buyer will have in what your offer does do or solve.
Never be afraid to be clear and explicit about your ‘is not’.
Not only will you avoid signing on clients who expect things you can’t deliver, with all the complications that brings – it’ll also make your selling easier and more fun.
To learn the ins and outs of Sales for Nice People in a personal, 1 on 1 training programme, have a look here.