17 Seconds Ago, You Didn't Know Him

If you're sick of clients who don't appreciate what you sell, keep reading.

I'm with my kids.

Out on the street, in a park, or a restaurant.

And someone shows up who doesn't even know them.

A friend.

A client.

An acquaintance.

They greet me, see the kids, then open their big mouth and say:

"He looks like the mischievous one."

"That one's going to be a musician."

"He's going to give you gray hairs."

I clench my teeth.

I smile.

17 seconds ago, you hadn't seen him in your life.

And you already know he'll be a musician?

I feel like sending them where the sun don't shine.

But I breathe.

And I force a laugh.

It makes me angry.

A lot.

Because the kids believe it.

Those "harmless" words condition them.

The "smart one" stops trying physical things.

The "jokester" acts dumb.

The "restless one" stops trying to concentrate.

And it all started with a casual phrase.

Then I understood something.

People decide quickly.

And to decide quickly, they simplify.

They see someone in a suit and assume they're successful.

They see someone young and assume they lack experience.

They decide in seconds.

And they do the exact same thing with your business.

When they see your product.

When they listen to your salesperson.

They're not analyzing your effort.

Nor what's special about what you sell.

They're looking for a quick version of who they think you are.

Imagine your salesperson in front of the client.

Showing your product.

Saying what they always say.

And on the other side, the client thinking:

"Uh-huh, just another one. Same as all the rest."

Done.

In that instant, they've put you in a box.

And getting out of that box is tough.

Sometimes it costs sales.

Sometimes it costs lowering the price.

Let me ask you something.

• Do you know what a client thinks in the first 5 seconds when they hear your salesperson?
• Could you explain in one clear sentence why you're worth what you say you're worth?
• Or do they just hear something they've heard before?

Listen, there's a phrase I've heard too many times from CEOs and owners:

"Clients don't appreciate what I sell. They just want cheap."

They ask for information.

They ask prices.

They think about it.

"I'll come back later."

"Let me discuss it with my boss."

And they disappear.

It's not the silence that weighs heavily.

It's starting to feel like everything you do becomes invisible.

The silent doubt:

Is this my ceiling?

Is this how the market works?

Or is there something I'm not seeing?

Maybe it's not that your clients are cheapskates.

Maybe they didn't understand you.

And when they don't understand you, they don't buy from you.

Or they expect you to lower the price.

If it's not clear why you're different in 5 seconds,

the client fills the void with their own conclusion.

And it almost never benefits you.

All this happens in 5 seconds.

Not in 5 minutes.

Not in 5 hours.

I have space for 4 more diagnostics in February.

We'll review what your client is understanding in those first 5 seconds,

and why they aren't valuing what you sell today.

If you want one of those spots,

you can apply here.

With care,

Carlos

P.S. Serving is the path.

—

Shopology S.A. de C.V.

Av. Pacífico 468 Local C, Coyoacán, Ciudad de México, CP 04330, México

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