The One Essential Ingredient In Every Successful Sales Conversation

Nobody cares about what you sell.

Early in my career, I thought people needed to buy expensive commercial aircraft parts to maintain their aircraft. So, I forced my inventory down their throats.

“You need this?”

“You want that?”

“I have this?”

I was a rabid dog trying to infect my inventory virus on any suspecting victims.

I’m sure you’re guilty of this or have been on the receiving end of the same sales failure. Just peak in your emails or LinkedIn messages, and you’ll have some great examples.

But sales has nothing to do with what you sell.

It’s about the price to value discrepancy.

The reason people buy is to get a deal, says Alex Hormozi.

But don’t get it twisted; value isn’t about being cheap. “They believe what they are getting (VALUE) is worth more than what they are giving in exchange for it (PRICE).”

This is true in B2C, just as it is in B2B.

Also, value is in the eyes of the buyer. In my B2B world, value is different from one client to the next, and each individual who makes buying decisions within that company.