BUSINESS HOW TO
SUCCESS STORY
WHAT REALLY DRIVES SALES GROWTH AND
correct answer. Surprisingly, the right answer is far easier to understand than I thought it would be, and instead of you having to become an expert on the subject, I’ll save you years and tell you what I found.
Have you ever analyzed what really drives sales in your business? Most people tie their answer to marketing or new leads. This is one driver, but it’s not the main driver for small businesses. What causes one person to shop with you for years and drive out of their way to get to you, while the guy across the street won’t step foot in your door? Typically, when I ask this question, I get feedback about how great the product and service is. When I ask why the guy across the street won’t use you, I typically get some explanation of a lack of need or ability to buy.
THE TRUTH AND THE CORRECT ANSWER
If you want to drive sales growth and repeat business, it boils down to understanding and then implementing one strategy.
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Content builds relationships, relationships build trust, and trust equals sales.
All of those answers can be true, but that doesn’t make any of them correct.
Think about that statement for a minute. It is true in your personal and business life right now. Let’s break it down and talk about why.
I spent the last seven years studying these questions and searching for both the truth and the
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‘NEVER THE DIFFERENCE’ hostage negotiator must get 100 percent of what they want for 0 percent of what their opponent wants. They need to see all the hostages walk out safely, without giving the criminals the money, letting them escape, or giving in to anything else they demand. How do they do it? According to “Never Split the Difference: Negotiating As If Your Life Depended On It,” the secret is empathy. The FBI’s Former Chief Hostage Negotiator on Getting What You Want Was your last negotiation a success? Did you close that new deal? Get the raise you deserve? Have dinner at the restaurant of your choice? Save the hostages’ lives? Though our days are full of negotiations, big and small, there’s no denying the greatest negotiators are those who are called on to handle a hostage situation. When human life is on the line, a
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