7-Figure Small is back! In our first returning episode, we\'re talking about the reasons people choose to buy specifically from you.
But first, let me tell you why they don’t … because it goes against what most people think is the reason.
In his 1997 book Selling the Invisible, author Harry Beckwith reveals the problem with believing that being the “foremost expert” in your field means you’re entitled to win the business.
With most professional services, you are not really selling expertise—because your expertise has to be assumed, because your prospect cannot intelligently evaluate your expertise.
Many experts, consultants, marketers, and entrepreneurs simply refuse to believe this inconvenient truth. It’s not fair, it’s illogical, and they refuse to adapt to the real reasons people choose a solution provider.
When it comes to both products and services, different is better than better … but different how?
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