Who Is Buying From You?

A friend met me for lunch in Philadelphia to discuss a situation he was facing.  It was a unique “problem.”

He was receiving frequent phone calls asking if he booked speakers for a living.  He received calls of this nature several times each week.  His problem was that he doesn’t handle booking for speakers.

His question was a good one: Should he start offering the service?

“Why are they calling you and asking you the same question?” I asked.

“What are you doing for them now that leads them to believe this is also what you do?”

There is a reason he is getting these calls about a service people want to buy from him – even though it isn’t a service he provides…yet.  I believe that he has tapped into a trend and value that people want to buy from him without knowing it.   He found that his value was in an area that he could make a lucrative living in.   All because he asked who was buying from him; what they were buying; and why they wanted to buy from him in the first place?

In fact I believe who is buying is just as important as what they are buying.

Who is buying from you?  When your phone rings, what do most people want?  Why can’t you lead with that?

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