Although you feel proud of the things you sell,
If their value is secret, they won’t sell well.
So your job is explaining the reasons to buy.
When folks understand them, they’ll give them a try.
The core of selling in your comfort zone is communicating value to quality targets. To sell in your comfort zone, you must develop communication strategies that give you a high expectation of safety and effectiveness.
Safety
Selling doesn’t require stereotypical salesperson behavior. You don’t have to be pushy, sleazy, or abusive in any way. You don’t have to feel awkward about selling. Rather, you have to learn how to communicate your ability to offer value. Communicating value gives you valid reasons for reaching out to your targets. It allows you to feel good about yourself and proud of what you offer.
Effectiveness
You can increase your expectation of effectiveness by communicating the benefits you offer. By communicating benefits, you communicate two qualities that are particularly important for increasing your effectiveness: capability and compatibility.
Communicating capability is the process of inspiring confidence in your ability to help your targets. Communicating compatibility is the process of revealing your ability to work and communicate well with your targets. The more effective you are in communicating capability and compatibility, the more effective you will be in motivating your targets to hire you and refer you to their contacts.
For more marketing tips, check out our book Selling in Your Comfort Zone.