I needed to send out a bunch of packages, so I headed into a boutique paper store not far from here.
I walked in, and started looking around as if I knew what I was doing. A tiny shop. Loaded with stuff, in an organised way.
Small diaries, handmade cards, different ribbons, nice planners.
Realising I wasn’t going to get far very quickly, I started talking to the owner, who also works there.
Before I got too far trying to explain what I wanted (boxes, maybe some paper?), she kindly interrupted me. She asked why I wanted it? What was I looking to create?
I told her about my upcoming event, who was involved, and the kind of gift I wanted to deliver.
The story resonated, she took it and ran. She started to fill in the gaps. She knew what I wanted to create better than I did. I realised this and then was able to find out what I actually needed.
Together, we came up with a really cool outcome, that I could never have done on my own.
One of the old forms of “selling” is called “diagnostic” selling. This means you ask question after question, to understand the exact need of the client or prospect. It can be effective, because you can get really clear on the obstacles, and be pretty sure if the solution you have is a fit.
It also works because it can cross over to different industries. As long as you know the features and benefits of the products you stock, you can generally make sales that match the needs of the person.
In the paper store, there was no need to diagnose. There was resonance. The store owner could resonate with what I wanted to do, as she had seen this story before.
There was a fit, and she was able to create something special.
When you’re really clear on who your work is for and the story you are trying to create, you often don’t need a million questions. A lot of those questions have already been asked by how you are communicating your own story and what your business is about.
