Like me, you may have noticed that most people focus mostly on themselves.  Now I don’t mean that people aren’t empathetic and supportive.  I see evidence where they are every day.  What I mean is that when people are making buying decisions, it is usually all about them.

Their wants and their needs.  Well, that makes sense doesn’t it?

Discover how to Stand Out From The Crowd by crafting a narrative that demonstrates your Uniqueness   Learn More >>>>>

Rather than focussing on negative perceptions around the fear of being rejected when in the selling process, ask yourself instead as if you were your customer, “What’s in it for me? Why would I want your product or service?”

I want you to write W.I.I.F.M. in big letters somewhere you can see daily. Every me you are about to make a sales call, think W.I.I.F.M., remembering all the me that the ‘me’ is your customer and not yourself.

The benefits of delving deep into W.I.I.F.M. are that you will understand the concept that you aren’t really selling anything, you are creating an opportunity for people to buy what they want and what they need from you, which wouldn’t be possible if you hadn’t presented your product. Read More in my Book Good Girls Do Sell

They, like you and me ask ourselves What’s in it for ME before we make most buying decisions?  Why would I want a particular product or service?

  • Will it work?
  • Can I find the same thing for cheaper price?
  • Will it solve my problem?
  • Is it exactly what I want?
  • And many more ME questions…

One of the foremost mistakes I see made by entrepreneurs is that they try to sell their product or service without any genuine understanding of what the clients’ needs might be. This is very obvious at networking events where people spend the evening explaining what their product does rather than finding out what their contact might need. I see this time and time again when entrepreneurs present their social pitch.

If you know how to find your clients pain points, focus on the W.I.I.F.M. you will be able to overcome any objections and rather than feeling like you are forcing a sales conversation, they seek you out to you to buy instead.

>>>You create opportunities when you focus on W.I.I.F.M.

>>>You build authentic relationships when you focus on W.I.I.F.M.

>>>And you develop trust when you focus on W.I.I.F.M.

Consider how you can discover what your client’s greatest pain points are. Once you understand the pain points and how your offer can help your clients, you won’t have to worry about overcoming objections as there won’t be any.

Which means the pressure is off as you won’t be selling.  Your clients will be buying from you instead.


  1. To establish the pain points
  2. To prioritise the relationship rather than the sale
  3. To always focus on W.I.I.F.M.

“Humility is not thinking less of yourself, it’s thinking of yourself less.” ….Rick Warren

Best wishes till next time.

Author of Good Girls do Sell – The Modern Business Woman’s Guide to Authentic Selling”

P.S. To learn how to become are Selling Champion
in your business. Register for this 2-Day workshop


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