Mark Osborne explains how to stop competing on price and become a trusted advisor instead. Move from commodity selling to adding real value, keeping clients longer, and positioning yourself for a better exit.
I think the key is really to have your strategic positioning in place so that you're not just like, buy my stuff, buy my stuff with the direct response mailers. We wanna be a solution. I always say it's going from commodity to couture. Yeah. That you become the one in the industry that can solve that problem for them as opposed to commodity that's like, oh, just give me a quote, give me a quote. And so that takes a mindset shift. And it's funny 'cause when I see new salespeople come on with my clients, The salespeople are always like wanting to quote, right? They're—that's their natural like oh, I made quotes this week. I sent out quotes. No, no. We need to add value. We need to become a trusted advisor. We need to be a value add for the company that that's working with us, and that's how you get an account that stays with you for ten years. And I think this is good for your people that are looking—a percentage of your listeners are looking to exit, right?
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