Selling Was Hard Until I Understood This Concept

Guys… i’m BOILING over here.

It’s the second heat wave of the summer here in Germany, 36°C in a country where almost nothing has air conditioning, so this is a short episode. But it’s a good one!

Last week I talked about the ideal business model for a consultant. This week I want to talk about a concept that changed how I sell.

For years I made selling harder than it needed to be, and then I understood one thing that made everything click. It’s a little unfair advantage hack that I rarely hear anyone mention. I use it all the time, and when it’s used on me, it makes me more likely to buy.

Btw last week’s episode looks like it’'ll be the first “non guest episode” to hit 10K listens, wohoo!

Anyway… sales…

It comes down to two things: speed and convenience.

The thing I didn’t get

I’m on both sides of this all day. As a CEO I’m constantly buying services. As the CEO of an agency I’m constantly selling them. And the thing that actually decides whether I hire someone is almost never that they were the best. It’s that they made it easy to start while I was still excited.

In January I was looking for help with the SEO of facilitator.com. I ended up on one call with one company. Not because they were the best, I didn’t do any research. Because they were the first to reach out and they could jump on a call straight away. Then they said they’d go away and make a proposal. By the time they came back, I’d figured out how to do it myself. They didn’t get the job.

Momentum is the whole game

Here’s the truth about CEOs. If you give them too much time to think, they’ve already moved on. The SEO thing was exciting to me for about a week. Then I was done.