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Neediness is Death in Business

Here is a marketing phenomenon that will have clients and prospects flocking to you.

A couple of years ago, I read the book by the late, great ad man David Ogilvy’s:


“Rules for respect in business”


The rule that resonated with me the most was:

“In meeting with clients, do not assume the posture of servants.

They need you as much as you need them.”


A mighty rule! I hung onto this because it reminded me of the many times where real-life stories of persuasion have taken place.

One, in particular, was taking place at just the same time I was reading this book, and here’s what I mean:

Earlier this year, I took an online bass guitar class from one of the world’s top instructors (according to bass magazine and hundreds of musician professionals). And, I was floored by not only what he was teaching but *how* he taught. 

During the lesson, I wanted to take written notes — and I never take notes, I hate longhand — on his teaching techniques more than the info he taught, if that tells you something. 

Anyway, this guy’s classes are routinely sold out, and his training is booked well in advance. He competes with at least a hundred others that I can easily find. Based on what I have gathered, they all struggle for business because they’re dropping their prices in special deals. On the other hand, this guy always has more than he can handle. You have to cram your lessons in as he takes months off at a time to take a break. It is a very intensive skype bass lesson online. 

What is his secret to having all these clients?


First, well, there’s his knowledge, true.


Second, his incredibly sharp skills and infotainment style of teaching. It is exceptional! 


But that doesn’t explain how he gets complete strangers who have never heard of him before practically begging to sign up.


No, he has something else.


He has something anyone — especially consultants, freelancers, coaches, and the like — can use.


Something that works like gangbusters for me in my consulting services.


And that magic something is:


“Complete indifference to whether anyone shows or not.”


In other words:


No desperation. No neediness. 


If you show great, if not, he doesn’t care. And not in a fake, chest-beating social media “I don’t give a rats grandstanding” way. He doesn’t literally or directly say he doesn’t care, but his stance towards it is all-natural. His mindset is like, here is the opportunity. If you won’t take this, it’s cool! I am going to take a break! It’s natural for him. Last I heard, he’s got a waiting list of people eager to hop into a class if a spot opens.


That should be the same concept you should apply to your business.


Indeed, you should have no neediness whatsoever. 


Neediness is death. I’m sure you have your fair share of experience with a pushy salesperson. You can easily see through them that they are holding on to their last dollar. That is too needy. So, your defense mechanism kicks in not to proceed as a consequence of their pushiness. 


There is always something mysteriously attractive about someone who isn’t needy.


In this case, it doesn’t need a fee.


It is one of the things my Razor Sharp USP program teaches.


It is on sale at the moment. It shows you how to start doing things in a way where you can potentially begin to get leads coming to your business wanting to hire you. In some cases wanting to pay you — without even seeing a portfolio or list of referrals.


Position your USP so that you are not needy. Place business in a position wherein you are not a servant. Signify that they need you more than you need them. I urge you to check it out! 


Visit this link below to find out more. – Petergianoli.com/USP


If you don’t want to check it out, It’s cool! It’s fine. 


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