They Ask, You Answer, 2nd Edition

28 How One Remarkable Couple Changed My Perspective on the Power of Content to Sell

Now that we’ve established how to do assignment selling, let’s revisit one of the first questions we asked in this section: On average, how many pages of your website would a potential client or customer be willing to read?

The following story is an example of what is possible. It’s also, in many ways, going to sound unbelievable, but trust me when I say it’s absolutely true.

I’m giving you an example of a customer experience I had that really changed my perspective in terms of the way teaching can affect the sales process, as well as the willingness of shoppers to consume information in order to become comfortable with a buying decision.

Around 2012, when I was still a pool guy, I was up late one night using HubSpot to look over the leads that had come in to my swimming pool website that day, and one of the leads was from a man named “Mr. G.” I saw that he had come to the site because he was searching on Yahoo! for the phrase “cost of a fiberglass swimming pool.”

But once he got to the website, something very interesting happened: He viewed 374 pages!

I know what was going through my mind when I saw this, and it’s probably the same thing that’s going through your mind. Right now, you’re probably thinking: “What in the world??!”

There are a lot of assumptions you can make when you see that someone has viewed that amount of website content: “My goodness! This man has way too much time on his ...