You have to give something to get the sale!

Gary Vaynerchuk, is an American serial entrepreneur with a net worth of more than $100 million. He is a four-time New York Times bestselling author, a speaker and an internationally recognized internet personality. In his book with the same title, he coined the phrase “Jab, jab, jab, right hook”.

Gary’s jab, jab, jab, right hook stands for – give, give, give, and then ask (or get). What it boils down to is that you must give your fans or followers so much value that when you finally go in for the kill (or sale), they feel too guilty to say no. They can hardly refuse you when you’ve helped them so much.

But for me it’s not just about helping and guilt-tripping them. I think it’s more important than that. It’s about building credibility. You have to give up a some of your knowledge and experience to prove you know your stuff before you can expect anyone to make an investment in you – especially if it’s a fair amount of money you’re asking them to part with!

Have you heard of Suits & Sneakers? If not, find a link below but for now, founder, Mark Sham summed up Vaynerchuk’s phrase beautifully when he said, in a recent presentation, that you have to “Give 2 Get”.

So here’s the deal…

Take stock of what you have in terms of knowledge, experience, expertise, resources etc and think about what you can afford to give away. Consider things like:

Templates
Checklists
Recipes
Advice
Methodologies
Classes
Webinars
Evaluations
Assessments or
Valuations.

Think about anything that could be the first step towards building trust and establishing credibility – and then think about the next and the next. Once you’ve done that, work out how to use these to slowly reel your customer in for the sale, or the sign up or the course booking or whatever it is you’re trying to ‘get’ from him or her.

It’s not guaranteed to work everytime but it’s a far better plan than just asking people to spend their money without being sure than you can deliver!

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