Customer Service

How to Create Customers Who WANT to Pay You

It boggles my mind that in this day and age, we still treat leads the way we do. In my agency, I have the ability to review much of the lead handling process of my clients– It gets scary at times!

The lack of transparency that exists between prospective clients further perpetuates the problems that most businesses struggle to overcome: Increased Sales! But there’s a way to turn things around, and it has nothing to do with sales, lead-handling, or money. It has to do with what you and I should know intimately: People.

Lead handling is people handling.

Money is nothing but the recognition of value by who? PEOPLE! Sales are nothing but the acknowledgement of trust between PEOPLE!

But the fact of the matter is that most people think of leads in a technical way: as an email address, a text message, or as an online form request.

It’s time to start visualizing the person on the other end of those emails and text messages. It’s time to start thinking about what intent they are showing, and how, as a human being, you can enrich and enhance the life of another human being. Some might argue that this is a technicality. Of course, a lead is a human being. However, there is way too much evidence in our interaction with “leads” that demonstrates that we don’t think very highly of them. Whether in the form of dumping them into an unsegmented email list that blasts them with irrelevant messages, or the cold sales call that has no regard for what they are truly interested in learning. If you can get in front of the transaction by taking actions that will build a relationship of trust with the individual, money will be the natural result.

The best way to build a relationship of trust is to go out of your way to convey so much value, that people can’t deny you. Your focus should be on providing so much value for your audience that they will start offering to give you their money.

When I launched my podcast, The Dealer Playbook, our focus was to enrich and enhance the careers of our target audience. We’ve maintained this focus since launch day, and some pretty incredible things have come as a result. In fact, I recently closed a deal with a customer who said, “I was on a road trip for 12 hours and decided to catch up on your podcast. Half-way through the trip, I was overwhelmed at how much value you were bring to the industry, that I can’t believe you’re not charging for it as a subscription or something.”

When I was keen on learning how to work with people, Dale Carnegie’s “How to Win Friends and Influence People” was a game changer for me. Prior to reading that book, no other work of literature had clicked, for me, with the same impact that this book did.

If you haven’t had a chance to read it, I strongly encourage you to check it out. Bar none, it is the book I refer to more often than any other in my library. I use it to remind myself of how to enrich the lives of others so that every situation is a win/win.

What is your favorite book on human behavior or business?

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