What mistakes you should not do when you sell and what you must do instead?

Hi, this is Mayur Bardolia and you are listening to Love Your Business Podcast. This podcast isn't about magical tactics on running the business that makes you bored and tired. Instead, it's about how to love your business so that you can enjoy doing it and enjoy more time for yourself. How to slowly give pain to yourself? Well, this is something I realized I was doing to myself till 2015. I have been using computers Since 1997, I work mostly on the Microsoft Windows operating system. I didn't like to use Microsoft Windows because of many reasons. The new laptop or computer works very fast, but after some time it gets really slow. I hated it. Microsoft Windows operating system crashes often. It easily gets affected by computer viruses. Many times I had no other option other than just formatting my hard drive, and as a result, I lost so much information and data that took painstaking efforts to create. You know how it feels. In 2011, I met one of my friends, Mr. Raj Badri, who I used to approach if my computer needs fixing. I would ask him if I want to know anything about computers or laptop. He insisted to buy an Apple MacBook. Because he thought I should buy it. I didn't believe him, and I found Apple MacBook way more expensive than the average laptops that runs on the Windows operating system. So I bought a laptop with a Windows system that kept crashing often. Raj Badri did not stop asking me to go for Apple MacBook. He persisted. In the meantime, I lost so much data because of formatting the hard drive multiple times. Also, every day I have to be so patient to deal with the slow computer. No matter how much I repair it, the computer did not work faster. And Raj frequently asked me to trust him, and I had to. Things seriously. Finally, in 2015, I bought a secondhand MacBook from Raj to try out for the first time. I was amazed by the features. The machine was working like magic. Even after using it for 3 years, it did not become too slow like the Microsoft Windows laptops used to get in just 6 months. Then I bought another Apple MacBook in 2019, and I did not even think of any other option. Now here's a small declaration: I am not strongly advocating Apple MacBook if you are already happy with Windows laptops. There can be some programs that Apple does not support. Apple's accessories are also very expensive. So your choice can be different from mine, and I respect your choice. I bought it because I like Apple MacBook, and more importantly, Raj Badri convinced me to buy an Apple MacBook instead of Windows laptops. He never explained the features, benefits, hardware, or the results I was going to get. He sold me his confidence. He asked me to trust him and I did, and I don't regret it. I wish I had listened to him before. Customers don't buy no matter what you try to sell. They don't even believe you even if you sell harder or push too much. You show them the problems they are facing And you offer a solution, but they don't listen. So in this short episode, we're going to discuss two things: number one, what we think we should sell but people do not buy; and number two, what we really should sell that make people buy. Let's find out, shall we? Oops. What do you see and hear in a busy market of a city? It can be vegetable market, cloth market, or any place where there are a lot of shops that sell things. You hear a lot of noise. You see people shouting, and everyone is claiming to be the best in the market. You see people show what they have got. They all are battling with each other and it's a tough competition. They all are telling you about themselves. They tell you how old are they in the market. They show you all the services and products they have. They tell you the results that they will deliver, but most of them are confusing because they all tell the same stories. Most people do the same in our business. They show people how good they are. They show all the fancy credentials that they have. Even in the latest job market, many employers don't bother too much about credentials. In business, except a few professions such as doctor, lawyer, pharmaceutical, etc. Customers don't even want to know your credentials. When you open most of the websites, you will find a lot of companies tell what services they offer and what results they offer. Again, the internet is a crowded place. Everyone is showing themselves as an expert. They make crazy claims, and some of them are scams too. Your customers get confused by this noise. They cannot decide to buy from you. We don't sell what we think we are selling. We are not selling credentials. This is why many professionals struggle to run a business, because they believe their credentials will automatically run the business, but they do not matter much. We are not even selling our expertise because nobody trusts us before they try us. The customers hear a lot of people telling them the services and results. The customers are tired and want to protect their hard-earned money from some scammy business person who gives big promises and do not deliver the results. So the customers become alert when someone tries to sell to them. So what we should be selling instead? Let's find out in the second part, shall we? When you have a toothache, you cannot think of any other pain in the world. Last year I visited my dentist because you know why, I had a toothache. And the dentist investigated and told me that I had to get rid of a wisdom tooth, and also a tooth requires a root canal treatment. The root canal procedure sounds scary to me. I tried to convince my dentist to do something else. That is less painful, but he was quite firm on his advice. I did not want to go through the pain. The dentist told me really bad consequences of not doing the root canal treatment. I asked about everything that he was going to do, and I was even more afraid. On the other hand, it was required to go through dental treatment. He showed me some videos and pictures to convince me, but none of his arguments convinced me. Finally, he said something that convinced me immediately without scaring me or pushing me. He said, "Put your trust in me, and I will take care of your worries. I will do the work that you want me to do, and I will do well." The treatment went perfectly well. The only thing that he convinced me is to allow him to do the work was just the. Few kind words, and this is exactly what we need to do when we sell. What we think we sell is not our credentials, qualifications, or degrees. We think we are selling our expertise and services, but we are not. We are not even selling our results. What we really sell is something that most people do wrong. We are selling confidence. People will buy when you're giving them the confidence that your product is right for them and you are going to serve them as they expect. People are not too sure if your product or service is right for them. You can give the assurance that they are in safe hands. When you have the best interest about them in your heart, they can feel it. People don't know if you can deliver the results. You need to tell them you have the control from the beginning to the end. Give them the trust to allow them and give them the assurance that you care for them. They do not want to hear anything else. When you give them the trust of doing the work. You need to create a safe zone if you are providing the service. So don't sell the credentials. Your expertise, services, and results are good to begin to convince, but more importantly, sell them the confidence, certainty, and control you have over the work from the beginning. They will buy from you when you sell your trust and care. So that takes us to the end of the podcast. Let's find out what's happening in our world. Every small or big business has challenges, and there are not many resources where people can get the advice that works in the world. Most advice are shared for big corporations only, but most businesses are small in the world. Small businesses are mostly run by a single person or a team of less than 10, 20, or 50 people. If you too are running a business and feeling alone, You are not alone. What if someone gives you an answer to the pressing problems of your business, and not only in just one or two lines, but in detail, and that too as often as you want? Will you take the advice from someone who will give you the exact answer that you're looking for, and you will be answered with love and care? We offer the same support to you. Those who know me, they know I always love to talk to people and give them the information that gets them out of their struggle. And so what are you struggling with? Send me an email at mayur@mayurbardolia.com and I will reply to you just like I reply to everyone who Whether you are my client or not, try out. I will be real with you. Ask me any question or challenges about anything. I can help you to deal with the challenges with marketing, mindset, personal branding, business problem, sales, and many more. So if you are looking to get the advice that is right for you, drop me a reply and let me know. I give my trust to you. If I think I can be of assistance, I will answer not in just one or two lines but too much detail. And you can ask as many questions as you want and as often as you can. I will certainly include your answer in one of the upcoming episodes of the podcast, and I have the best interest of yours in my heart. If I cannot be of assistance, I will politely let you know. I don't know, or if I know someone better, I will direct you to someone who may be able to help. Sounds good? So send me your questions and. mayurbardolia.com. Start with one question. I will reply to you in less than 12 to 16 hours and sometimes in an hour. Keep listening to this podcast for the update. Contact me if you have any queries or challenges. I'm happy to help you. Find me on Facebook or LinkedIn. Just type my name and you will find me. So that takes us to the end. It's Mayur Bardolia. Thank you for listening. Bye for now. Still listening? You're listening to the Love Your Business Podcast. As you're listening till the end, it means you probably like what you learn in this If you think the idea is worth sharing with your friend, then please share it. Ask your friend to subscribe to the Love Your Business Podcast. Share the link mayurbardolia.com/subscribe. They will probably love the Love Your Business Podcast and they will thank you later. Please leave a review if you can. Send your question, or if you want to talk to me, just send me an email at mayur@mayurbardolia.com. I will answer. Yes, I read and reply to every single email. It's Mayur Bardolia. Thank you for listening. Bye for now.