How are you standing out in the modern business landscape where so much information is produced every minute?

With so many information-based products available to the buying market in the modern business landscape it can be hard to stand out from the noisy crowd.

And the crowd is only getting louder – its no secret that we are moving from an industrial to an Educational Age at rapid speed, if we aren’t officially already there yet.

And without a nice handful of influential and persuasive human behavioural laws working in your favour, a career in the Educational Age is going to be as useless as the latest update on your iPhone.

I know – in an article about the sharing of information I probably shouldn’t take a shot at one of its ultimate driving forces – sorry Apple.

But it needs to be made clear that in this modern information age there are two major influential laws that are critical in the buying and selling process to ensure you are standing out from the crowd:

The Law of Reciprocity: The idea that if I give to you first, you will feel unconsciously indebted to me until you return the favour in some form. The law of reciprocity stems from a deep evolutionary requirement of group survival mentality.

The Law of Authority: The notion that those in authoritative positions carry significant power in getting us to follow actions. When an authority tells us to think, do or believe something, we are more likely to comply than with someone in a non-authoritative position.

So how do we ensure we are ticking both of these boxes for our buyer? What is the process to take us from Brick in the Wall status to a recognised, authoritative expert in the Educational Age?

The first key is to find a problem to solve.

It is critical that you understand the problems of your market – because without that you are simply selling information that is ‘nice to know’ but highly unlikely that people will pay significant money for it.

Being in business without a problem to solve isn’t actually being in business at all – that’s just hanging around with a hobby to talk about.

The second key is to ensure the problem actually matters.

Or in other words ensure that the problem you are solving hits on an emotional experience for your buyers. Do your research and understand the impact of solving an educational, information or knowledge gap for your buyers and what it means for them in two areas:

  1. What pain they will be moving away from if they can utilise this knowledge.
  2. What pleasure they will be moving towards if they can utilise this knowledge.

Have a problem to solve is one thing, but the more emotion involved around having that problem solved the better.

The third key is to know how to go over and above in solving that problem.

The buying market wants more than something for nothing now more than ever. And especially in the Educational Age where they know it only takes you creating the content just once before it can be infinitely duplicated for free.

So because you can’t go over and above for you buyer in the time you dedicate to solving their problem, it must be done in the effort and quality category of your solution to ensure the buyer knows you have gone further for them than anyone else in your field.

In a time where the traditional perspective of a salesperson would get someone emotional, then shove a product in their face to solve that problem, the Educational Age requires you to go over and above in solving that problem, which leads us to the fourth key…

The fourth key is to be able to link new-found information and knowledge to the next level of thinking or education.

It is no secret that once one level of educational problem has been solved we are then left with a new set of higher quality, educational problems to be solved.

This is a good thing for both buyer and seller – if the seller(you) wants it to be! Because once you have solved a particular problem for your buyer, they will be then ready to move forward and buy the next piece of knowledge from you if you are willing to offer it.

But how do you know what the next problem to solve will be?

Simple – go back up the first key, and repeat!

Find a problem, ensure having it solved actually matters, know how to solve that problem extensively and then link that solved problem into the next piece of education to be imparted.

Once this repetitive loop is in full swing you are standing out of the noisy crowd in a way that places you as an authority because you have demonstrated you can solve a problem with your knowledge. The Law of Reciprocity is also in full swing for you now as you are going over and above for your buyer in a way that solves a problem they were previously so emotional about.

There was a problem that mattered to them, and you went ahead and sat in the gap that ensured it was solved by following the above four keys.

Expert status in the Educational Age therefore belongs to those that can utilise this loop to its fullest extent.

Brick in the Wall status on the other hand belongs to those who simply put information and content for no other reason than they believe they should.

Be the former and our collective knowledge moves forward at even faster rate, as does the revenue of your business.

Darcy J Smyth is the creator and lead trainer of the Tonal Persuasion Method for Sales – a methodology designed to help you close sales without having to revert back to the Hard Sell that turns so many away in the modern business landscape – and become a persuasion master instead.


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