‘Serve not sell’ has become a coaching buzz-phrase of the last couple of years.
Any thread that talks about converting a higher % of sales calls, or getting more leads, or anything related to sales inevitably gets a bunch of people commenting…
“You need to show up with an intention to serve that prospect, not sell to them. Leave them better than you found them!”
(It doesn’t seem to matter that most people who leave these comments aren’t making any sales themselves. But I digress)…
From a moral perspective, I agree with the ‘serve not sell’ philosophy. But I don’t believe that simply having this intention magically makes the sales roll in.
‘The universe’ isn’t sat there going ‘oooh here’s a good person who’s trying to serve – let’s send them some money!’
The sleazy salesman who says all the right things will make more money than the enlightened spiritual coach with intentions only to serve the prospect.
Important note: I am not telling you to become a sleazy salesman!
The enlightened coaches get to feel ‘morally superior’ that they are ‘serving’…but how much money are they making?
Ultimately what happens with most of the ‘serve not sell’ people is they feel a level of shame towards actually selling. They end up giving tons of coaching away for free on their sales calls (in the hope the prospect will say ‘this is good stuff! Let me give you money!’)
So they keep on offering free advice. Each call goes on for at least an hour and a half as the following pattern repeats itself:
- Offer advice
- Has the prospect said ‘OMG THIS IS AMAZING, SIGN ME UP!’ yet?
- If yes, enrol. If no, offer more advice.
- Wash, rinse, repeat.
After 90 minutes, it dawns on the coach that this person probably isn’t signing up.
Moral of the story?
You can serve your prospect and give genuinely useful advice on sales calls. But at some point you have to ACTUALLY SELL.
You need an attractive offer people actually want to buy. And you need to be able to present this in the most persuasive way.
By the way – if you want a toolkit which gives you the optimum responses to those awkward things that prospects say – like ‘why should I choose you?’, ‘tell me about your program?’ or ‘I need to think about it’ – check out my Messenger Mastery guide. You can read it in about 15 minutes – yet never again lose a potential customer because you said the wrong thing.
You need to be able to give believable arguments about why your prospect should choose YOU rather than someone else. Rather than doing nothing. And why they should do it NOW.
(And yes, I sit down and plan all this stuff out with you if you work with me. Nothing is left to chance. We even do ‘mock calls’ together – so when game day comes, you’re ready.)
Simply turning up and ‘serving’…it’s not enough.