Читать книгу Never Say Sell - Tom McMakin - Страница 54

The Seven Elements paradigm is not a series of steps to be climbed. We can enter the set of preconditions from anywhere on the circle. Understanding what our capabilities are does not necessarily precede the need for a potential client to trust us implicitly.

For example, you might have known a woman from church for 10 years, voted for her to join the congregation's leadership council, and thanked her for writing a college recommendation for your son, without ever knowing she was an expert at integrating stand-alone accounting software plug-ins with Salesforce. You trusted her completely as a person before ever understanding what her service offering was (or that she even had one).

The opposite can be true as well. You might have always known there was a franchise attorney the next town over named Frank, but you've never known whether he was any good. Then one day, you're having coffee with the CEO of a housecleaning franchise at the International Franchise Association Annual Convention in Las Vegas, and he raves about Frank. You trust this CEO's opinion. Hearing his description of the excellent work Frank did for them, you can feel your trust in Frank grow, as a potential representative of your own interests. You may have understood what Frank's services were for the past decade, but until now, you wouldn't have known he was the right one to trust with your business.

The seven elements are a set of preconditions that must be present before clients engage with a new expert services provider.