No One Cares How Much You Know, They Care What You Can Do

I will make this short and sweet because it’s Saturday, and I know most of you have better things to do than to read my ramblings — or at least I hope you do!

There is an old adage, one that I ascribe to wholeheartedly:
“No one cares how much you know, until they know how much you care.”

This holds true 100% of the time — except when it comes to sales.

In sales, it’s more aptly vocalized as:
“No one cares how much you care, they care about what you can do.”

It’s important to make that distinction because it’s only after you secure the client that your level of care becomes important — both for the results, and for building the relationship and retaining that client over the long term.

People don’t buy methods, they buy results.

They don’t buy the “how?”
They buy the “what?”

They purchase to scratch an itch, solve a problem, eliminate friction.

So, knowing this...
Why do you not showcase your clients' wins more often?

Why do you not showcase the results of your coaching?

I hear excuses for this all the time and they all boil down to:
“I don’t want to make it seem like I am taking credit.”

Cool, awesome, perfect… because you shouldn’t.

You should, however, show that when a client is bought in, committed to the work, and consistent over time, they get the results that you’re promising.

You lay the roadmap.
You empower your clients to follow it.

“It’s not what you know, it’s what you can prove.”
— Denzel Washington, Training Day

So, show me your evidence.

I challenge you this week to share a client’s transformation in a way that showcases the best results possible for your ideal client.

Frame it to showcase them.

I promise you will have two results:

1. That client will be proud, and your relationship with them will be galvanized for a long time to come.
   
   

2. People will start to ask how they can get those results too.
   

What if it doesn’t work?
I’ll buy you a Coke Zero.

Keep Raising the Bar,

Paul Oneid MS, MS, CSCS