Being Easy to Buy From on 21st Century Entrepreneurship

I sat down with Martin Piskoric on 21st Century Entrepreneurship. The show looks at how people build businesses today. We got into offers and sales, which is where a lot of experts quietly get stuck. Here is my take.

Clarity beats a long menu

When you sell many things, buyers have to figure out which one they need. That is friction, and friction loses sales. I push experts to name one outcome and build a simple three to five step path to it. The process should read like a promise to the client, not a list of your tasks. Clear offers are easier to buy, and they make the next part, pricing, far simpler.

Price it like you mean it

Most experts undercharge by about half and do about a third more work than the offer needs. The fix is not a fancy script. You cannot hold a price you do not believe in, so the belief has to come first. I get there by mapping the client's pain over one, three, six, and twelve months. Once you see the size of the problem, the price makes sense. And when you sell, remember that people buy when they feel understood. I covered more of this on the Startup Canada Podcast.