Your product sucks.

Or at least someone out there thinks it does.

My book, The Transparency Sale, has won 3 best-sales-book awards, but there are people out there that think “free is too much for this trash”. (yes…that’s a quote from the review shown below)

This is Captain Obvious of all statements…

…you want as little of these as possible.

And, ironically, the way to avoid more quotes like, “It may help you catch up to the bottom 20% of sales professionals”, is…

Transparency.

I had a friend who climbed part of Mount Everest. The guide prepared her before she signed up with everything that could go wrong. She was up for the challenge. When the experience itself matched up with expectations, and actually exceeded them, the memory is an incredible one.

I used to play golf a lot. Nothing worse than hitting an awesome drive, then finding the ball in the middle of a hidden creek that crosses the fairway. I had the privilege of having a caddy for a round. I pulled out my driver. The caddy warned me…suggesting a 5-wood off the tee. Saved me…and made the experience so much more rewarding.

Nothing like being told, “You’re going to love this bike ride…absolutely beautiful.”, then getting halfway through and finding that it’s rocky and treacherous. That’s why you’re more pumped after the ride when a guide informs you before you sign up, “There are a couple of rocky parts…and one sharp turn, but if you’re ok with that, the rest of the ride is easy, and the views are spectacular.” (thanks, Scott Barker, for this analogy!)

Don’t you love going to a restaurant (remember those places?) where the waiter had tried everything and could describe each entree for you? I can’t remember ever hating a meal that the waiter raved about before ordering…and I can’t remember ever ordering something the waiter wasn’t particularly keen about. It enhances the experience, right?

That’s modern sales.

With the proliferation of reviews and feedback on everything we do, buy, and experience, our role is to help the buyer make the right choice for them!

Our role is to help them predict what their experience will be like using your products or services, and when you do that well, you’re infinitely more likely to end up with customers who will stay, buy more and tell their friends.

Do the homework for the buyer. Play your cards face up.

“Here’s what you may not like – but if you’re ok with that, here’s what you’re going to love!”

And you’ll find that:

Sales cycles will shrink.
You’ll win more often, because you’ll be working on the opportunities you should win. In other words, you’ll qualify out the deals you’re likely going to lose – faster. I mean, if you’re going to lose, you’d prefer to lose fast, right?
And you’ll make it really hard on your competitors to compete against you. Think Eminem in the movie 8-mile. (warning, explicit)
Regarding my book – as a first time author, I wrote the book the way I like to read a book. It’s different – matching up science, data, and practical application in a way where you read a chapter in the morning, try a couple of the ideas in the afternoon, and hopefully see the results the next day. It’s not a life changer. Not everyone is cool with that.

I actually pitched my publisher on having a back-cover endorsement that would say, “Meh, it’s pretty good. I’ve read better.” That didn’t go over well. 😁

I’m constantly humbled by those who love it – and this review below? Hilarious… 🤣🤣🤣

Signed…