This short YouTube transcript excerpt argues that professionals should stop pushing products/services and instead sell the results and benefits those offerings deliver. The speaker gives concrete examples: consultants should sell revenue/profit growth and scaling, marketing agencies should sell better leads that grow the business, and life-insurance agents should sell financial protection for surviving spouses.
If you're a business consulting, you're not selling consulting. You're selling the results, what your consulting does, which is probably to drive more revenue and more profit and to scale the company. If you're a marketing agency, you're not selling leads. You're selling actually, what better leads so they can grow the business, make more money and scale. If you're, let's say, a life insurance agent, you're not selling them a policy, you're selling them the results of what happens when one spouse dies and the other spouse is financially protected forever. That's what you're selling.
