“Can I pick your brain on social selling, Jeff?” As a B-to-B marketer myself, I cannot afford to say no. Neither can you. Because customers may not want to do it themselves, as we suspect they do. In fact, prospects seeking free advice are often latent buyers or great referral sources.
Here are two reasons to let prospects “pick your brain” and a way to give away knowledge that grows your business.
Is It Stupid to Give Away Your Best Secrets?
“What kind of a business owner would be so stupid as to give away a company secret?” asks business owner Jerry X. Shea. He says prospective buyers constantly ask him how he does what he does.
“My answer … ‘that is why you are paying us to do it, because others can’t,'” says Shea.
“In 1992, I purchased a six-year-old screen printing/embroidery company,” says Shea. “We developed a way to print a four-color process on a T-shirt, and as a result I knew we would get the 10,000-shirt job as other shops in the area could not do it. Now why would I want to post on the Internet what it was we did get that end result?”
Because the Internet is an insurance policy on prospects finding what they need—with or without your help. If they want to do it themselves, they’ll find out how.
Businesses have always created and defended competitive advantages. Today, the Internet speeds-up the spread of information and exposes advantages faster. Bottom line: It’s smart to rely less on proprietary knowledge (to drive success).
The DIY Myth and the Damage It Inflicts
“Giving prospects my best advice for free will help them to do it without me.”
Not always. Here’s why believing this can hurt you.
Don’t confuse customers qualifying you with what you perceive as their purchase intent.
The act of seeking out knowledge does not always translate to customers’ wanting to do it on their own. Even in cases where it does “signal” a customer’s desire to do-it-themselves, what they want may change.
You want to be there when it changes.
Who will be there when customers change their minds? Who will they turn to when switching from, “Oh, heck, I can do that” to “Oh my, that didn’t work quite like I expected” or “Oh my. I had no idea it was that complicated.”
You should be there. You can also structure the (free) knowledge to foster prospects’ change in mindset.
Beware. Avoid the following:
- Misinterpreting customers intent to buy. Don’t presume customers want to do (themselves) what you want to be paid for. They may be qualifying you or the challenge they face.
- Over-valuing your knowledge. Avoid believing what you know is more valuable than what your knowledge DOES for clients.
Effective Content Helps You Filter Leads
Should every interaction have a financial return? Of course not. However, your time is valuable and in limited supply. Let content do the heavy lifting for you. Let blogs, white papers, video tutorials nurture prospects toward or away from buying.
Effective content marketing on YouTube, blogs or LinkedIn is all about using words to let customers:
- get confident in their buying decision and/or ability to buy (at all)
- self-select themselves as leads to be nurtured
- change their mind and not do-it-themselves—returning to a trusted adviser (you)
Success is not determined by how much knowledge a business gives away. Your success is based on the material effect your advice and knowledge have on prospects.
We cannot afford to say no when customers ask for free advice. Because the act of asking does not always signal a desire to do-it-themselves. Plus, even if they are in “DIY mode” they may try, fail and come back to you—the clear, proven authority.
In my business I try to remind myself daily: Few people are willing to pay for my knowledge … but many are willing to pay for what my knowledge will DO for them. My knowledge isn’t my competitive weapon; my higher level of service is.
“The world does not pay men for that which they know. It pays them for what they do, or induce others to do.” —Napoleon Hill