Understand why people buy to success your business

People buy is a solution to a problem.

Believe it or not, no one actually buys your service. No one buys coaching. No one buys consulting. No one buys financial planning. So why people buy?

People buy a service only because they believe it will solve certain problems and give them certain results। They are not buying the "how" of a service. Your service is simply the "how" you do it.
Your service is the tool or method you use to solve problems and deliver results।

Do you buy a car because you just want a car? Do you go to the dentist because you happen to feel like being drilled? These examples show you that you are buying a solution to a problem; you are buying a result। You would not buy a car or go to the dentist unless they all solved problems and delivered results.

If people do not know what problems you will solve for them and the results you will deliver, it is highly unlikely that they will buy your service। If however you focus on understanding their problems and the results they will get, you will be focusing on what people are buying and your chances of success will be dramatically increased.

Once someone has decided they have a problem they want solved, they then make a decision as to who will solve it for them। If you have focused the conversation on telling them all about your "how" and what your service is, they will feel that you are focused on yourself and your needs. When the focus is on you, people get the sense that you have your own best interest at heart and don't really care about them. They will start to think you are simply trying to sell them something, and all sorts of sales resistance will surface.

So in summary, don't focus on selling your services. Instead, have conversations where you focus on understanding problems and then people will assume you know "how" to deliver results. The more you focus on understanding their problems, the more they will trust that you are the one they should be working with.