Issue link: https://read.dmtmag.com/i/59042
WORLD FENCE NEWS • APRIL 2012 • 63 The unpaid consultant BY LANDY CHASE Over the last 25 years I have heard more than my share of bad ideas when it comes to effective selling. Here is the worst one that I have ever come across: "Don't be an unpaid consultant." I was recently reminded of this when I was asked to participate in a phone conference involving one of my clients. The company had a number of their senior executives together for a meeting, and they asked me if I would be willing to join their group for a tele- conference during my lunch hour. Here's the "catch," if you prefer to think of it that way: there was no offer of payment for my time; this was "free work" in the form of giving advice. Yes, I was being asked to be the "unpaid consultant." And, as always, I welcomed the opportunity. You see, I strongly disagree with the idea that you should avoid being an unpaid consultant when you are in sales. In fact, in my opinion, you should do just the opposite. You should strive, every day, to be the un- paid consultant. Here's my rationale: Customers form their strongest re- lationships with people who give the most value. In today's selling environ- ment, what you sell – be it a product or service – is, in itself, the least valu- able thing that you offer. In fact, it is probably viewed by most buyers as a commodity. Whether you are a fence salesman, a financial advisor, a copier rep, a lawyer, or a plumber, customers can get what you sell from dozens of other people who offer the same thing. In a "me-too" world, good advice – ideas that help customers to make better decisions – trumps, by a wide margin, the value of your "wares." Which brings me back to sales people. The highest compliment that a customer can ever pay you is to confer upon you the title of unpaid consult- ant; to want your opinion when they are not buying; to value your knowl- edge enough to want to take advantage of your expertise. Examples: If you sell automobiles, to get your opinion on which of a com- petitor's two models is a better choice for a child going to college. If you sell newspaper advertising, whether you would recommend radio or cable tele- vision as a better investment for reach- ing a target audience. If you sell print- ing, your thoughts on whether a new ink is appropriate for a packaging proj- ect that doesn't actually involve you. The point is this: people don't ask for input from those whose opinion they do not value. When a customer asks for your advice under these cir- cumstances, the message is loud and clear: they view you as an expert. Give the request your very best effort, every Isn't It Time to Put the Strength of the Gorilla to Work for Your Business? Fast Installation, Water-Shedding Design- and Now ICC Compliant... From its patented interlocking design to its incredible water-shedding technology, nothing beats the durability and strength of a Gorilla Deck® by Homeland Vinyl Products™. Now, both our Gorilla Decks and six railing styles are ICC compliant making them one of the most attractive decking systems in the industry today to sell and install. Call now and add the strength of a Gorilla to your business - Gorilla Decks feature: • UV stabilized vinyl • Strong interlocking design • Unique water-shedding surface • Concealed fasteners • Easy and fast installation Phone: 205-854-4330 MEMBER Patent No. 6,324,796 Toll Free: 800-999-6813 Fax: 205-854-3677 www.homelandvinyl.com VINYL FENCE, DECK AND RAILING MANUFACTURERS ASSOCIATION A Division of the American Fence Association contin ued on ne xt pa g e Pr oudly Pr oviding These Quality Brands Gatekeeper shipping to most of the Eastern United States. s, Inc. is centrall 800-378-Gate (4283) • 423-332-5808 www y located near Chattanooga, Call for a Fr .gatekeepers.net ee Catalog der Or T s ship within 24 hour nn., with 1 to 2 da e no w f eaturing ICC compliance (ESR-1657, 2003 IBC and IRC). ys s.