In this extract from a previous interview with CEO of Highrise Nathan Kontny, we hear about the time he called a plumber and inadvertently got a bullet proof lesson in the art of sales. What initially appears to be a professional giving away his expertise for free, becomes something altogether more powerful.
“He’s basically talking himself out of business!”
When Nathan browsed through Yelp he couldn’t understand why this plumber was so willingly jumping online to offer a phone call so that he could answer questions and walk people through solving their own problem. Surely you’d want to snap up their business and take the money?
Being able to ‘out teach your competition’ is definitely not about the quick wins. Instead, it focuses on the long term and the understanding that if you’re willing to provide consistent value, without asking for anything in return you will eventually become the one and only option for clients looking to spend money.
This is refreshing to hear, given that I’ve always struggled with the (apparently) no.1 sales book in the entire world Influence: The Psychology of Persuasion
Someone else who believes in the value of…..providing value, is 10x founder Hew Leith who came on the show to discuss ‘Help Not Hype’ which covers the brands that are effectively marketing themselves ahead of the competition by simply being useful.
Are you strong enough to turn down the easy money in favour of the long game?