July 2014

Why Teaching is Such a Sexy Way to Sell


Last month "The Credential" focused on the perpetual changes within the history of professional development for the A/E community.   Professional development of course means continuing education.  For a clever twist on education and an effective approach to marketing professional services guest author John Jantsch, marketing consultant, speaker and best selling author,  teaches us about a "sexy teaching selling" experience.  This post originally appeared on the Duct Tape Marketing Blog. 

Okay, I'll admit it, I was trying to get your attention with the inclusion of the word sexy in the title of this post, but before you cry foul, sexy as an adjective simply means desirable, interesting, appealing - all good things when it comes to attracting clients.

Everyone knows that today you must educate if you want to build trust.  But, may I suggest that teaching what you know how to do is also a powerful way to go beyond trust to closing more deals. 

I'm not simply suggesting that you demonstrate your expertise.  I'm talking about going to the point where you show someone, anyone, precisely how you do what you do. 

Now, some might propose that this is a sure way to put yourself out of business.  I mean, if you can show someone how you do your magic tricks, they won't need you. 

Here's the deal.  Some people may actually take the information you share and figure they can take the DIY path, but I'm guessing those folks aren't your ideal prospect anyway. 

What I know is that some other people will conclude that you actually do what you're talking about and further, what you just explained is a whole lot harder than they imagined and would you please now charge them a premium to do it for them. 

And that, ladies and gentlemen, is sexy!

I have a client who came to this brilliant conclusion in this manner. 

She is a photographer that specializes in taking infant and child portraits and candids.

Her competition is every other photographer and every parent with an $800 camera.  Let's just say there's some significant price pressure in this arena. 

So what does she do?

She starts holding free classes to teach all of those parents with their $800 cameras how to take better pictures of their babies. 

What, you say, that makes no sense at all.

Turns out the demand for this type of teaching is huge and she fills up class after class.  But what you might have not guessed is that about 30% of the participants also hire her to take photos of junior for her full studio price. 

Also turns out people had no idea how hard it is to take really awesome pictures and now the only person they will trust to take really awesome pictures of their child is my photographer client. 

Oh, and now she charges for the classes too and still generates significant business from students. 

So, what can you teach that will make your business more desirable, interesting, and appealing?  

See, it turns out teaching is a pretty sexy way to sell. 

The A/E professional community understands the value of incorporating education as a means for business development.  While developing and implementing your new sexy teach sell marketing
plan, let us provide a simple solution to manage your most important assets, your credentials.  Visit AECredentialing.com for more information.

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