Disappearing Is Expensive

I just got back from a trip.

Airports.

Suitcases.

Kids with endless energy.

Dads with finite energy.

And one scene stuck with me.

My kids running on those automatic walkways at the airport.

Like they were The Flash.

Cracking up.

Excited by that super weird and delightful feeling of moving faster almost without noticing.

And I get it.

It feels great.

Take one step

and move three.

While others get left behind

for not getting on.

At airports, there are two types of people:

Those who get on the moving walkway.

And some odd ones who prefer to walk alone, without help.

There, amidst suitcases, rush, and laughter, I thought of something:

there are businesses that sell like those people who walk beside the moving walkway.

They do move forward.

But everything costs them more.

More effort.

More persistence.

More wear and tear.

They send a message, and the client doesn't respond.

They write again and get ghosted.

They launch a promo

and barely anything moves.

And little by little, that somewhat ugly feeling appears:

the feeling of begging for attention.

The feeling that you want the conversation more than the client does.

There's the problem.

Every time you disappear, your selling effort has to start from zero.

You have to regain attention.

Rebuild interest.

Win back a place in the client's mind.

And that's expensive.

It's tiring, too.

Even with leads you've already paid for.

Because they don't always say no.

Many times, it just wasn't their moment to buy from you.

And if you disappear,

when the moment finally comes, they're not thinking about you anymore.

Here's today's nugget:

if you want easier clients to convert, don't show up only when you want to sell.

Be present.

Always.

How?

By being useful to them.

What does that look like in real life?

Not with messages just to collect money or to sell.

But with touches to help.

Send an idea that serves them.

An observation that makes them think.

A common mistake you help them avoid.

A story that makes them see themselves.

That kind of message does something very valuable: it keeps the relationship alive.

And when the relationship stays alive, selling stops feeling like a door you have to kick down and starts feeling like a continuation of a conversation.

You stop being a stranger every time you show up.

When you do it well,

something cool happens:

they recognize you.

they remember you.

they read you with more eagerness.

and when they finally need what you sell,

they seek you out without resistance.

It feels like riding the moving walkway

and not walking with your own effort, dragging a heavy suitcase.

If you want, reply to this email with the word "walkway" and I'll send you a simple way to achieve it.

Carlos Agami

Serving is the way.

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Shopology S.A. de C.V.

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

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