Tebogo is ‘in sales’.

He takes care to dress well, to tone down his tie and give a firm handshake.

He begins every conversation with a prospective client by first introducing himself and then sharing his perspective about why he is there.

It is no surprise that Tebogo is met with hundreds of rejections each year from people who don’t immediately understand the value he creates for them.


A better place for Mike to start is by asking two questions:

  • Tell me what do you do now? and;
  • What do you want to do?

Our work becomes valuable when it is valued, and people cannot value something they do not understand.

How do they understand us then?

It turns out that the best way to be understood is first to understand.

People don’t care how much you know until they know how much you care.

When you promote your services, start with where your prospective customer is, what her fears and aspirations are.

Show her that you have invested time to know her.

Show her that you care.

Building value starts with seeing your customers.




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