Better at Consulting Than Selling

Preparing for the micro-seminar on prospecting, I realize that I'm not much of a salesperson - and that's OK!

One of the ways I work with clients is to teach them to sell - So don't I have to be a super salesperson myself to do that?

Does Rafael Nadal's tennis coach need to be a better tennis player than Nadal?

No, because playing great tennis is not what he does.  The coach's skills are knowing what "great" looks like, how the timing works on Nadal's serve, how he's managing his attitude from moment to moment, what mistakes he tends to make (and there aren't many!), how to get his attention and give him important feedback at just the right moment.

In the last two years, I've worked with several clients who are better at selling than I'll ever be.

What I've helped them do - in some cases like second nature, automatically - is do better homework, figure out their target markets more precisely and frame their whole approach around client needs, not their product.  They know how to make a good first impression, they know what to do next - and why - at any given moment.  They ask better questions, and they're really great listeners.  They help their customers find value in what they offer, from the customer's perspective, without pushing. They also know when to ask for the business, and when (and how) to ask for referrals. They get results!

Their skill is selling.  Mine is helping them get better at it, as their advisor and coach, working from the sidelines, not the field.