Give Value

With all of the prospects that I had generated over the last month and with the results that I had experienced from my lackluster selling efforts, it was time to re-evaluate. So, I did what any new, intelligent, humble, and highly evolved coach would do. I called my coach for help.

And after I shared with her what I’d gone through, do you know what she told me? “Keith, you have to stop presenting and just give value.”

“What the heck does that mean?” I thought. Give value? Well, I took her coaching and put forth my best effort in deciphering what I thought she meant. I started thinking about how I could, as my omnipotent coach said, “give value.”

A funny thing happened: I stopped talking and started listening more. I stopped pitching and presenting and started asking better questions. Since my coach didn’t share with me a strategy to give value, by default, I had to figure out and uncover what value meant to each of my prospects. As the only way to uncover each prospect’s perception and definition of value, I needed to ask more questions.