Why Needy Kills Sales (And What to Do Instead)
In today's email, I'm going to talk about being needy and how it can hurt your sales and bookings in the dog business.
I don't care whether it's your emails, social media posts, or even talking to people face-to-face.
Neediness makes you look desperate, and people can smell it a mile off. They're already on the back foot.
Instead of trying to convince people to buy or book your services, write with the mindset that they should be privileged to use your services.
Not entitled, or arrogant. Just quietly confident that what you offer is genuinely good, and the right people will recognise that.
Don't tell them what you can do, show them in every way possible.
Dog groomers should show before-and-after pictures for proof of expertise, regardless of what anyone says, but don't stop there. Show in your messages and service descriptions that you're the best at what they want.
For example, write case studies and share videos of anxious dogs now jumping up on the table, happy and ready because they trust you.
Don't say "book me because I'm the best”, the content will do that for you.
The same goes for other content, including phone conversations.
Remember, almost every groomer in the world says the same thing on their website. Be different -- say what the potential client is actually worrying about.
And it doesn't matter if it's for groomers, trainers, nutritionists, or ecommerce stores selling dog nail clippers. You show without selling, and the selling happens naturally.
People buy when they feel confident in what you offer, not when they feel pressured.
Write (and talk) with the belief that you're bloody brilliant at what you do and that your products or services are the best out there. See how different you sound -- and how much better your response will be.
If you believe in what you do, be fearless.
When I sell a product, instead of shouting "buy this now" or dedicating a full page to why they should hit the buy button, I show the transformation. I educate them about what the product does for them and show them the real benefits.
Deep, meaningful benefits.
When you do that, you don't really need a buy button (although still have one).
The secret to all of this, of course, is to believe in your product or service. Create a great service or sell a product you'd be happy to offer your own mother.
When that happens, things change, and you know your target customers are lucky to have found you.
In the meantime, and only if you're serious about your business and want to be seen by the people who find services through AI recommendations on Google, consider checking out my Dog Business Visibility System.
Until then, be fearless.
Colin Linnett
PS. Tomorrow, I'm going to finish up the three-part series on the dog business side hustle, where I show you a simple way to build a business around the dog you already own.