Unselling. I’ve been getting LinkedIn connections who sell me their event product/service in their first message to me. Desperate times, perhaps. I’ve been there. And I completely understand how you feel.

If you’re selling something that I’ve already been buying from someone else, it’s tougher than selling me something completely new to the market like a DJ console that flashes logos or creates different effects with ¬†different keys pressed on the console or snow inside the ballroom. (Clients who are reading this- I have these services, by the way ;p)

I’m always looking to offer my clients something exceptional so I look forward to exciting things like these. But if you’re selling me regular sound and lighting systems, door gifts, property (eh?), life plans..it gets really tough.

If you seek to grow quickly, you could get lucky if you get to know me before I’ve made a commitment, built allegiances and started to engage in cognitive dissonance (since I picked this one, it must be good). I’m a very loyal customer once I fall in love with a service. If you make my clients happy, I’m yours.

If you are expecting me to¬†switch suppliers to engage with you, do it with intention. Your pitch of, “this is very very good or the cheapest in the market” is insufficient. My clients know I don’t go for the cheapest suppliers. I go for those who are reliable and who can come up with solutions when problems arise.

Your pitch of, “you need something in this category” makes no sense, because I’m already buying in that category. Instead, you must spend the time, the effort and the money to teach me new information that allows me to make a new decision. Not that I was wrong before, but that I was under-informed.

Avoid saying “everyone in your industry is already using this”. I don’t want to be like “everyone”. I want something extraordinary. If your product isn’t extraordinary, make sure your service delivery is.

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