I'm in Scottsdale, Arizona this week for the Infusionsoft Partner Conference and just sat down with a new client who told me her business issues over an 80-minute private coaching session.
One of the things that stood out was the great detail in which she described all of the unused tools and unappreciated features she included in her membership site.
I'm not surprised that she adds a lot of value and over-delivers to her clients.
I'm pleasantly surprised that she's (no longer) frustrated with how few of her clients were as excited as she was about everything included there.
It's not that we figured out how to suddenly have her clients appreciate what she offered. Instead, she'll just offer less to this particular subset of clients because they don't want it.
If your customers only want chocolate and vanilla don't bust your rear and your wallet to give them 31 flavors just because you have a well-developed ice cream palate!
BMW calls it "less but better."
It's why In-N-Out doesn't serve chicken.
It's why Chick-fil-A doesn't sell hamburgers.
These companies know how to choose who to lose.
All three seem to be doing fine delivering less but better to their clients who are actually fanatics.
Comprised within The W.E.S. Method™ is the A.B.C.D.E. Selling System. The "E" stands for Endear.
When you can endear yourself with your clients they
- camp outside your store for days to buy your newest model
- they stand in line in the rain to buy your food
- they tattoo your logo on their bodies
- they pay top dollar for apparel with your logo
- they pay top dollar for whatever you sell without questioning your prices
- they defend you against those who criticize you for your prices and "less but better" approach.
The secret to achieving business success is not gobbling up every opportunity that crosses your front door, but to saying no to all but the most critical, most vital, most unique opportunities that come your way.
And guess what? There aren't that many "knock-your-business-off-its-axis" opportunities out there so relax and let them come to you.
By trimming the fat and reducing the noise you'll be able to recognize and embrace those pivotal opportunities when they present themselves.
But sometimes it's hard to know what is muscle and what is fluff in your offering. That's where private business coaching can help you.
Market like you mean it.
Now go sell something.