The Two Amazing Reasons Why Customers Don't Buy From You

If customers aren't buying what you offer, it's a hobby, not a sustainable business.

Yet Gary Vaynerhuck has said, “The reality is, the greatest companies in the world don’t sell. They brand…. It’s all about branding."

Need proof? Just look at companies like Apple, Tesla, Harley Davidson, Nike, and others.

What Every Business Needs To Know About Selling Today

Selling has more myths than Lord of the Rings.

• "Selling is sticking it out longer than the other person can object"
• "Selling is persuading someone and talking them out of the competition"
• "Selling is doing whatever it takes to get the person to sign on the dotted line"
• etc., etc., etc.

None of that could be more untrue.

Why We Can No Longer Sell Like It's 1995

When the internet came in the mid-90s, it changed how much people "browse and shop" before they ever interact with any of us.

So customers have come to expect more information, faster service, and better prices.

Now, a customer does all their homework before we ever hear from them.

At the same time, there are premium brands in technology, sportswear, fashion, food, hospitality, and B2B that have premium pricing that customers and clients happily pay.

How is ?

There's a New Sheriff in Town: Reframe or Die

Reframing is the art of "the disruption narrative." It breaks apart the status quo and starts to instantly differentiate the discussion we're having.

Steve Jobs was a master of this. So is every top-level negotiator and dealmaker.

Most companies haven't mastered reframing or ignore it and end up doing this: convey how much better they are, share how they've done more homework, showcase the number of features, etc. In other words, do what your competition is also doing.

The problem when doing this is simple: you're in the same context as your competition.

Here's the law you need to master: We're each in the business of helping to bring about new conclusions. Customers don't come to new conclusions with old information (no matter how enthusiastic you are).

So using the old language of your industry customers have heard for years and staying in the tired old "frame" of your industry puts you in the losing position. Why are you using the language of the old to introduce something new?

The 2 Steps That Precede Every Sale

You must understand this if you're going to have a successful career in selling anything and providing value: Selling is only the action of harvesting seeds that have already been planted.

Like I said above, every sale is preceded by two exact steps:

One of those is marketing which generates awareness, education, and offers to engage the prospect. That is the job of marketing: spreading those seeds.

But how does marketing know what it's selling? Or how to frame what is sold? Why it's different and relevant to the customer? That is the job of branding, which defines (and frames) those seeds.

And if you think branding is having "a logo and a slogan," embrace this fact: "Branding is the art of differentiation" — a point I cover very fully in my Amazon bestseller, Brand Intervention.

Ignore these two steps and you've ignored the two reasons more customers aren't buying from you.

Only when you've done the proper job of intelligently branding followed by on-point marketing does selling seem to happen all by itself.

Industries that have historically been built on "the power of salespeople" will likely scoff at this.

But these are also the same industries that have a reputation of feeling transactional resulting in a high turnover of customers that go elsewhere to companies that are more focused on the relationships and "less pushy."

How much do I know this to be true? Yesterday, I was texted a signed contract for $30 million by an alumnus of my Brand Intervention Masterclass.

And my clients have sold well in excess of $6 billion because branding and the art of differentiation have become integral parts of how they operate every single day laying the groundwork for sales to happen.

This is why I am delivering a Free Webinar Thursday, March 10th at 7 pm EST. I invite you to click here (or on the image below) to register.

This is the most comprehensive Webinar I have ever put together on the topic of branding and selling in today's market.

I look forward to seeing you there and hope you take advantage of this powerful information I will be sharing Thursday.

See you there!