How to Dig for Gold

December 25, 2007

Back when I was a car salesman (ssshhh… don’t tell anyone), there was always a joke about people who came onto the lot looking for a [INSERT COLOR] car.

“I want a [INSERT COLOR]… car,” they’d say.

The joke on the car lot was this: despite what they asked for, they almost NEVER left with the color car they wanted.

Sounds odd. But time and time again, it proved to be true.

And it’s the same for your clients.

They come to you for what they think they want.

You sell them what they need.

And the more needs you uncover, the more you can potentially sell them.

Their needs are the gold that is hiding in their business.

How do you uncover the gold?

You get on the phone and ask them about their business.

And when you spot obvious troubles or big opportunities, you say something very simple:

“Tell me more about that…”

And then you shut your mouth and LISTEN.

Want to hear an example?

Listen to the audio below. You’ll hear an excerpted version of a long “digging for gold” call I did with a client.

As you go through the audio (certain details have been removed due to confidentiality), notice the questions I ask, and notice what I am doing most of the time: I’m NOT talking.

It took me a while to realize, but I don’t get paid for talking… I get paid for listening and leveraging what I learn to make money for both of us.

Remember, you get long term clients by consistently uncovering more value that you can deliver. And the more potential value you uncover, the bigger your paycheck and the longer the project will be. The value is hiding, you just have to dig it out.