DaVentys' Books

Some marketers say that sales letters should start with a good headline.

One that get your attention, promise you a benefit and make you continuing reading. This might be true, what's more, it has a lot of true.

But I haven't done that. And, if you pay attention, you'll understand soon why.

In this letter there is a story, that independently if you're interested in getting a consultancy, it's almost sure that will help you to sell more.

But before that, I have to put you in context.

Look.

There are two types of marketers selling consultancy.

Those who are proficient and the rest. The ones who are proficient understand perfectly what makes a business model work, and besides that, are excellent at persuasion. Those who talk to you and visualize your business, see what you're missing and what you should be focusing on at every level.

If we are talking about an advertising problem, a useless one could give you the next idea to sell your product (imagine you sell cereals):

"Do you have children? To achieve the perfect development of them, this cereal is perfect, since it enhance her bones strength. And besides that, it's delicious!"

Continued by an endless list of product features that are so useless and boring that it would be the perfect complement to sleep pills.

It has a benefit?

Yes, it enhances your daughter's bones strength.

But it makes you feel like if you were watching a pigeon in a park. Indifferent.

A pigeon moving his head towards front and behind. This ad makes you feel like watching a pigeon.

On the other hand, a really good one, would give you:

"Do you have children? Osteoporosis. This condition is something almost forget in developed countries, but that affect to thousand of kids every year. When this happens, the possibility of their bones exploding in mil pieces multiplies. It usually results in your children having to stop playing and enjoying with their friends, having to see like other kids play but they can't, and having to see how they lose their smile. Little by little. Forever. In most cases, all start with a calcium deficency when they are three. Because of this tragic situation, we developed a cereal that gives her the necessary..."

Yeah, too hard for soft people.

But tell me, which one do you think will sell more?

The indiferent one or the one that creates a clear visual in your mind, that makes you feel the problem and that goes deep in your suffering and of your children?

You know the answer.

Well, you have to understand that people don't act by what they hear, they act by what they feel, by what they "visualize" in their heads.

This is crucial.

Crucial to sell with your business, personal brand or wharever thing you prefer to call it.

It's not the price, it's not your competitors, and it's not whatever excuse you are using.

You want to know what it is?

It's your communication.

It's how you market and sell in your business.

That's why some people wear $500,000 watches, others $25 ones and others don't wear either. All of them, at the end, are doing the same function: show you the time.

Now, if instead of a marketing problem, we're talking about strategy, an incompetent marketer could tell you:

"The lead is extremely expensive, we'll see what we can do"

While the competent one would tell you that:

"With almost all certainty, the problem is not the cost of the lead, but how much are you making with each one."

Of course, this doesn't mean it couldn't be a client adquisition problem.

It means that the lesson here is that a competent one, the one you should be looking to work with, have to go way deeper than that to understand the root and the next steps, not just take a look on the surface and give an answer someone reading a few business books would say.

You can't just see how much is the lead costing to four competitors, compare, and say that this is the problem.

The real work is to give your business the strategic brújula so your business not only get more customers. But to posicione it firm, get more of every of them, and besides that they will even more satisfied.

Good.

With all this unsolicited information you can do whatever you want.

Now, I don't know how you work, so I'll tell you how I work.

I ask for two things. Not one, not three. Two.

The first one is that I like people que tenga cojones. Men and women with cojones.

I don't work with people who don't trust in what they sell or don't know well at whom they sell, not even with those who start crying because their competitors copy them, or they reduced their prices or crap like that.

This is business. Not the kindergarten.

You have to have cojones. And have at least a few functioning neurons up there.

The second one is that you understand the lesson of this story:

A few years ago, I was working in a company as a sales engineer. A huge company. One of those that bill a few billions every year and where half of people could be fired and there wouldn't be any significant difference in the results.

What did I sell?

Intralogistic solutions. It sounds chinese, but to make you understand it, the carrousels that you see in airports to transport your lugagge was one of its products.

One day, I was selling to a customer. A huge company. And one of those that half of people could be fired and there wouldn't be any significant difference in the results.

"This is more expensive that what we had in mind", said the client, "we are going to study other options."

Oh.

Typical objection.

Oh. Oh.

What do you have to do when this happens?

"I understand you completely", I said, "there are excellent competitors out there that can give you a good solution."

Oh.

"You're an arrogant"

Oh.

Of course, a few weeks later, they ended up buying.

Why?

Write this down, because this is a better sales lesson that what most online courses gives out there.

People buy security. Always. That's it.

In business, you have to show leadership principles that can be more or less subtle, but that there aren't negotiables.

If you don't do it, it will kill your sales.

I'll repeat it: people buy security. And that's what we have to give them.

That's why it's is important you know that...

If you request the consultancy, I'll study your business, your market, your product and yourself, and if I concede you the consultancy, and while having it you're gonna ignore everything I tell you and give, for example, a discount in your products because it's your parekeet's birthday, don't count with me.

Because experts make money. But leaders are who make the real money. Those who lead their businesses. And leaders are not desperate, needy or persiguen clients.

You'll follow my advice, and if you change the strategy, you'll have to communicate it to me.

And maybe you're thinking that it's your business and that you can do whatever you want with it. Of course it's true. But you have to understand that my business and my reputation depend on that I get results.

So, if you hire a professional so he walks with you in such an important task, you have to follow his judgement. And if you don't agree, just don't request the consultancy.

If tomorrow I hire a guy to fix my air acconditioning I don't tell him how he has to fix it although I knew how to use it. Because I don't know how to fix it.

If you request a consultancy to someone, trust his judgment or don't request it.

It's that simple.

You might be thinking that I'm cocky.

But I consider myself an educated person with an amazing skill of hearing, but that I have an obsession that every successful person I ever met has:

I don't like to waste my time.

So, you have to know that my hour rate isn't cheap, and besides, that you have to hacerme caso.

Hiring it will be every day more expensive and more difficult, and sooner than later, impossible. I don't have the idea of continue selling my time any longer.

To request the consultancy you should pay 50% upfront. After the payment, you'll fill a form telling me about your situation, your company, etc etc.

And then I'll decide if we'll move forward. If I reject your request, don't worry, of course I'll send you the upfront payment back.

But I won't accept consultancies where I cannot help or where I do not want to help (for example, gambling businesses).

After that, if I accept it, I'll send you a payment link for the other half.

I won't need that you pay then, or in two months. What I'll need is that you pay maximum the day before the call.

I won't hop on the call for a minute if I didn't receive the full payment.

And yes, I am one of those who hire a professional and don't have problem in paying in advance.

And not only that, if you are selling services and accepting starting to work without receiving the full payment, it's probable that the first thing I would do in the consultant is to attack this.

And you might be not have to pursue clients or anybody to see if they pay or not in your entire life again.

With this topic there are people who understand it, and those who don't. And I only work with the first ones.

All that said, if you're interested, the payment is below.

After the payment you'll find the form you have to fill.

And once I get the form I'll contact you to see if we proceed and how we do it (now, don't expect a vacant before october of this very year).

Have a great day.

— Rafael DaVentys