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Article Title:
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Why You Should Sell Something Before It Exists
Article Description:
====================
One of the members of The Business Oasis was struggling with
getting her first book written. We gave her all kinds of helpful
support around it, ('it really helped!' she told us). And then
came the suggestion with the biggest 'fear' factor: "Why
don't you pre-sell your book to your customers before you're
finished?"
Additional Article Information:
===============================
740 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-06-22 10:24:00
Written By: Mark Silver
Copyright: 2006
Contact Email: mailto:mail2@heartofbusiness.com
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Why You Should Sell Something Before It Exists
Copyright � 2006 Mark Silver
Heart Of Business
http://www.heartofbusiness.com/
One of the members of The Business Oasis was struggling with
getting her first book written. We gave her all kinds of helpful
support around it, ('it really helped!' she told us). And then
came the suggestion with the biggest 'fear' factor:
"Why don't you pre-sell your book to your customers before
you're finished?"
I don't know if you've noticed, but there seems to be an
awfully loooooooong lag time between thinking of a new offer,
creating the offer, and then finally having it in your grateful
customers' hands. Most major corporations take, on average, 18
months to think of a new product and get it out into the
marketplace.
But it takes most small business owners between 30 and 40 years.
Well, okay, not really. But it can sure seem that way. How long
have you had that great idea for a CD or a book, or some other
product that would be perfect to meet your customer's needs?
And, realistically, how long would the actual work take to create
it?
When I was writing my book, it took me four months of dithering
before I finally got down to work. Four months after that, the
book was written. And, pre-selling it part-way through that
second four months took away all the dithering time. And I still
pinch myself sometimes: I was able to get so much of what has
helped me into my book, and now I hear every day, from people all
over the world, how much it's helped them, too.
Pre-selling your product is about commitment.
Your product is always primarily for your customer, to support
them- because if it doesn't support them, you won't get
supported either (I mean no one will buy it).
Preselling means that you are making a commitment to them, not
just to yourself. Making a commitment to yourself to finish a
product is about you. Making a commitment to your customer to
finish something that will help them is about being in service.
Of course it's scary to pre-sell. Any time we make a commitment
like this it means giving up some piece of ourselves to take part
in a larger wholeness. Life is about finding the sincerity to
face that fear, and surrendering into a larger reality, the
larger connection, again and again.
It's kinda funny to think about it, but pre-selling is a
spiritual practice in surrender and connection.
Plus, the cash flow is nice, too. People are happy to buy at a
pre-launch price. And especially if you put in late nights on
deadline. SOMEbody has got to pay for those take-out dinners
while you're working. ;)
At what point do you pre-sell? And what happens if you miss your
deadline- will your customers storm your castle with pitchforks
and torches?
Keys to Pre-Selling
* Open shop one month out.
I've found that for me, and many, many other people, getting a
sloppy rough draft of something is relatively easy to do. You can
sketch out ideas, mind-map, get the whole product conceived of.
It's getting it into a final, polished, ready-for-sale form
where the stagnation sets in.
I pre-sell products one month before their release date. This
ensures that I'll spend a month getting it really done. When you
receive your first order, and you realize that Mr. John Q
Somebody is now waiting for your product, suddenly there is a zip
in your step, and the cleaning up and polishing happens a lot
more readily.
* What if you miss your deadline?
It happened to me. I was all ready to release my book, and my
editors told me, in no uncertain terms, 'There is no WAY you are
releasing this book. It needs more work." I just told those who
had pre-bought what happened, and I received the nicest
responses. I kept people up-to-date on my progress every couple
of weeks until I finished. And I happily continued pre-selling
until it was done.
* When not to pre-sell.
Never. When you sell a service, it's always sold in advance of
the start time, right? For a class or a project the agreement to
buy HAS to happen before the start time, because you won't be
taking checks in the middle of your presentation.
Your customers, and the world, are waiting for your contribution.
Stop trying to make a commitment to yourself alone, and make a
sincere commitment to the people you are wanting to help- and
pre-sell.
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Mark Silver is the author of Unveiling the Heart of Your
Business: How Money, Marketing and Sales can Deepen Your
Heart, Heal the World, and Still Add to Your Bottom Line.
He has helped hundreds of small business owners around
the globe succeed in business without losing their
hearts. Get three free chapters of the book online:
http://www.heartofbusiness.com
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