5. Selling Versus Helping
Have you seen the movie Jerry McGuire? In it, there’s a famous scene in which Jerry McGuire, played by Tom Cruise, implores his only client, Rod, played by Cuba Gooding Jr., to “help me help you, Rod.” He’s literally on his knees in a men’s locker room begging Rod to “help me help you.” In his soliloquy, he asks Rod to think less about himself and more “about the game” so that fans will love him. That will make him more valuable to the NFL and his team—and, ultimately, help Jerry (his agent) negotiate a better contract for him.
Helping Creates Buying Signals
Selling to self-educating buyers is a lot like that scene. The buyers are Jerry, begging you to help them help you. But instead of needing you to care about the ...
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