- It has a great shelf life
I’m pretty sure that every brochure and booklet you’ve given to clients is probably in land-fill somewhere by now. It may have lasted in their home for a few days or weeks, but eventually someone cleared up and either threw it out or stuck it in a drawer somewhere. In contrast, people don’t throw books out. At worst it goes on a shelf somewhere where it can be found again when needed, or it gets passed onto some else, which is fine by us.
- It gets more clients calling me instead of me calling them
A book is magnetic; it draws clients to you. I now spend far less time calling people and more time receiving calls. People want to talk to me because they already kind of know me by seeing the book and aren’t afraid like they will be hounded by a salesperson when they do.
- It warms up cold calls
At worst, if I’m trying to make a new connection and need to call them, I post out a copy of my book first then follow up with a phone call. It’s a great way to get someone’s attention and turn a cold call into at least a moderately warm one. It sets a far better tone for the start of the conversation.
- It tells your clients everything you want them to know
“If your stories are all about your products and services, that’s not storytelling. It’s a brochure. Give yourself permission to make the story bigger.” – Jay Baer
If you had the opportunity and wanted to be certain of securing the deal, wouldn’t you want to tell your potential client everything about what you do and how you can help them? Wouldn’t you want to answer all their questions before they even ask them, making sure they know everything they weren’t even aware that they should know? Alternatively, would you put your trust that a clever slogan or short statement of what you do would be sufficient to persuade them?
I don’t know about you, but if my life depended on it, I want my clients to know everything possible about the benefits I provide them because the more they know the more likely they will use me.
The biggest reason people don’t act is because they lack information and an appreciation for the real value of what you do. That is the problem a book solves for you, it is your ‘salesperson in print’.
- It is a massive time saver
Once someone has seen my book, there is still work I have to do, of course, but it accelerates the long conversation I want to have with them that is going to make this and future sales much easier. T
They feel like they have already had that long conversation with me before they even meet me. I’m not saying people see my book and then say ‘where do I sign’, but it shrinks the effort and time required to sell myself to them. As a sales process if a potential client hasn’t read or at least seen my book I always try and get a copy into their hands before we go too far, it just saves me so much time and energy.
In fact, part of the reason I am writing this book is that it is a much more effective and time efficient way of getting across what I want new Brokers who join me to know. It takes a lot of time to write and produce it, but it will save me time in the long run. Yes, it costs me several dollars for each book, but if each one saves me hours of explanation and gets us quickly thinking on the same level, I’ll happily accept that cost.