The Authority Builder Podcast

Hugh Liddle has a simple philosophy when it comes to sales: people don’t buy what they need, they buy what they want. He says only when you apply that principle to your interactions with prospects will you get the sale. And it’s even essential for products and services you don’t think people would ever “want”… like tax prep help or legal services.

Show Notes

Hugh Liddle has a simple philosophy when it comes to sales: people don’t buy what they need, they buy what they want.
 
He says only when you apply that principle to your interactions with prospects will you get the sale. And it’s even essential for products and services you don’t think people would ever “want”… like tax prep help or legal services.
 
Hugh explains that in those cases, you must understand the difference between the service you provide and the result you deliver as you put together your sales process. Essentially, he says, prospects only care about one thing – and you have to address that when you talk to them.
 
We discuss that in-depth, including…
 
  • The biggest mistake service providers make in their sales and marketing

  • The worst type of question you can ask when talking to prospects

  • How to make a sales script… not sound like a script – and why everybody needs one
     
  • The power of You Statements and Value Statements – and how to use them

  • And more

What is The Authority Builder Podcast?

The Authority Builder Podcast is the place to come if you are building a professional practice and want to be seen as the leader in your market. We interview the top experts throughout professional services and share insights to help you grow your firm and be positioned as the only choice the clients ever want.

“Nothing in this world can take the place of persistence. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent.”
― Calvin Coolidge, 30th President of the United States