Many “gurus” claim to have the secret to help you grow your business.

As you know, there isn’t a secret. There are many approaches to growing your business, and the truth is you need to integrate multiple approaches into different systems to see a sustained and consistent increase in profits.

Naturally, one of those systems must be around selling. And while sales frameworks, language, and knowing how to close are part of a sales system, at its core is…

Caring enough about your prospects to find out what they truly want and need and figure out how to help them get it.

“Want” and “need” can be different things. Sometimes, a client’s wants and needs are different.

Someone of integrity always acts as a fiduciary doing what’s best for their clients. That might mean selling them what they want and delivering what they need. It might also mean using ethical influence to make them want what they need.

If you can’t do either of those things, you need to walk away from the sale or recommend someone else who can.

When I returned on my own after a 3+ year stint in the corporate world, I turned down a $25,000 gig with a prospect who begged me to work with her. What she wanted to do seemed unviable to me, and even though I needed the money, I said “no.” That vacuum was quickly filled with another client I was confident I could help.

True, it’s not much of a secret, but caring about your prospects is the starting point of great selling.

Kick butt, make mucho DEEnero!

Dave “Truth over Secrets” Dee