Over the years you've probably had a bunch of sales tips from me.

I'm sure I've told you that you need to sell the client on the problem before you sell them on the solution.

That you need to explore the impact of their issue so they see that it really is worthwhile hiring you.

That you need to pre-empt possible objections before they arise…and lots of other good stuff.

But truthfully, I hardly do any of that myself.

Not that there's anything wrong with the tips. Far from it: they're rock solid.

It's just that, well, I don't enjoy selling.

I can do it. Pretty well in fact.

But I don't like doing it. And over the years I've got to like it less and less.

I don't want to have to convince people they need to do something and that I'm the guy they should do it with. That's just not my idea of a fun conversation.

So over time, I've focused more and more on making sure my marketing nurtures relationships with the right people and gets the right messages across so that they've 90% decided they want to work with me before we ever speak.

That way our discussions become much more about me asking questions to make sure I can help them and that working with them is going to be something I'd enjoy too. I don't need to use all the sales tips you would normally use if you need to convince someone to work with you.

Is there some kind of magic I do that gets me talking to these sort of wonderful people who are 90% ready to buy?

Not really.

I start by talking to people who are 10% ready to buy in emails like this one.

Then I keep on sending my best ideas, thoughts and tips.

The people who value them eventually get ready to buy. The people who don't, drift away.

All it requires is consistency, giving your best and a little bit of insight into what sort of valuable information gets people ready to buy.

For me, its a lot better method than trying to “sell” people.

Maybe it will work for you too.