When to Ask for the Sale: Not Early and Often (Episode 108)

Conventional wisdom is to ask for the sale early and often. With today's consumers, it turns out that the opposite is true. Exhibiting a little patience and providing a lot of upfront value gets you away from the icky parts of self-promotion - and it's more effective too.
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Trust Comes Before the Transaction

If you want to get the business, you need to ask for the sale. Conventional wisdom is to do this early and often. But consumer behavior has changed, and expectations are a lot higher. You now have to earn a significant amount of trust before you’ll get the transaction.

Ask too early, and you can actually do damage. Now you’re working from a deficit of trust, from which it’s hard to recover. As a part of my series on counterintuitive lessons I’ve learned from content strategy, this week’s episode makes the case to ask for the sale late and infrequently not early and often.

Listen to the episode here or in your favorite podcast player and let’s do a deep dive on trust:

Why Do We Need Trust?
The Parameters of Trust
How to Build Trust
How to Measure Trust
The Difference Between Selling and Sharing

Show Notes

I quoted from an excellent piece by Jeff Goins called The Difference Between Selling and Sharing.

If you’ve established trust, you won’t need useless “agreements” such as NDAs. Here’s my rant from last week: Non-Disclosure Agreements Mistrust Is Not a Good Starting Point
Consistency is key to establishing trust in any content strategy. Here’s my deep dive on the topic: Consistency in Content Strategy If You Can’t Commit, Don’t Start
And lastly, once you’re consistent how to blend in a little patience and lot of persistence (or is it the opposite?) to get to where you want to be: The Three Core Elements of Content Marketing

Published September 25, 2017 by Michael Boezi.

The post When to Ask for the Sale: Not Early and Often appeared first on Control Mouse Media, LLC.