Several years ago, Seth Godin published an article on the difference between selling to a professional and selling to an amateur.
A professional is going to buy from someone like you.
They’re going to have a process to review the opportunity, a method, an experienced approach to obtaining what they need.
An amateur, on the other hand, may or may not follow any of those principles.
An amateur is comparing you to what? A miracle? To free? To something in between?
Professionals run the procurement process at Pottery Barn. Amateurs buy a new house every fifteen years.
Professionals buy from other professionals. Amateurs ask friends for advice.
In this regard, selling and recruiting are similar.
Deluging a recruiting prospect who is new to real estate with an exhaustive list of features/benefits is a waste of time and effort.
In the end, they’re going to ask their friends for advice.
It is better to spend the time you have together building trust and becoming their friend.
