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Aired on September 15, 2020
Episode 59
The Critical Place Where Sales Happen
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Sell in the gap. Create just the right opportunity by painting a picture of the transformation your offer will bring. Build relationships and brand reputation to be the lifeline when they're ready. It's about creating trust and understanding. Sales is about people. Build the relationship first.

The Critical Place Where Sales Happen

Getting potential clients to become paying clients can’t happen without this missing link.

Clients only buy when there’s a need for them to change from where they currently are to what life would be like with your product or service.

But how do you use this to your advantage without manipulation or chasing after potential clients and prospects to get them to buy?

In this short episode, listen in to find out the critical place where sales actually happen.

What You Must Do

You must sell in the gap. If they are not missing anything, they don't need your product or services. Have you created enough of a gap?

The Goldilocks Framework

Is it too big, too little, or just right? If it's too small, prospects don't see the reason why they need it. If it's too big, it makes people feel like it's not possible.

What’s Going to Create Goldilocks Opportunities

Based on the magical combination of both you and the buyer will create the just right opportunity. You have to let them know that your offer will give them the full transformation.

The Snowflake Analogy and Human Behavior

You are at unique snowflake but at the end of the day people have the same basic human nature. We are alot more alike than we think and this makes it easier for us to sell the ideal product to potential customers.

Why Consistency and Building Relationship with your Client is Important

It gives customers the confidence that you have created the roadmap for them. When you identify the gap, all you are doing is you are painting a picture of what that gap looks like. Sales is about building a relationship.

How to Create Brand Reputation and Goodwill

When you build relationships with your customers, you create a lot of brand repuation and goodwill. This allows you to work those people and make them realize that they have found someone who can solve that problem for them.

The Bigger Issue

You allow people to understand where they are in that gap. When the time comes, they will look to you as the lifeline.

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Biggest Takeaways:

  • You must sell in the gap 
  • If your clients are not missing anything, they don’t need your product or service they won’t buy from you
  • When you create too little of a gap, it means that your clients feel like they can fix it on their own.
  • Using my Goldilocks Framework
  • Your offer is the bridge from where they are now to where they want to be
  • The Time Is Now
  • Selling is about more than solving problems for your ideal clients 



  • What You Must Do [02:25]
  • The Goldilocks Framework [03:05]
  • What’s Going to Create Goldilocks Opportunities [05:23]
  • The Snowflake Analogy and Human Behavior [06:19]
  • Why Consistency and Building Relationship with your Client is Important [08:31]
  • How to Create Brand Reputation and Goodwill [10:12]
  • The Time Is Now [10:59]
  • The Bigger Issue [11:33]

Be sure to tag me on social @susanmcvea and let me know what problem you solve for your peeps!

Sponsored by:

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