They Ask, You Answer - by Marcus Sheridan
They Ask, You Answer (2017) is by Marcus Sheridan. Sheridan's pool company struggled after the housing collapse in 2008; today, they're one of the largest pool installers in the U.S., turning away millions of dollars in business they simply cannot accommodate every year. How did he manage it? He answered questions. In his book, Marcus Sheridan shows you how his strategy can work for your business, and how to use your keyboard to bring customers through the door.
Below are three quotes from They Ask, You Answer that really stood out to me and my thoughts about each.
"How would you respond if I asked you, 'Who is the most trusted voice in your industry?' Surprisingly, in most industries, such a person or company doesn't exist." – Marcus Sheridan
Marcus Sheridan believes (rightly so) that a trusted voice in an industry is one that is committed to educating the consumer about the industry itself. As a former schoolteacher, I am comfortable with the concept of teaching and learning. In my Ask Charles Cherney series (see AskCharlesCherney.com), I am seeking to answer common questions that buyers and sellers in Cambridge and Somerville, MA have. Recently, I decided to record a video for each one of these questions. It has been rewarding for me to revisit these questions and make videos with my answers to them. I am determined to get through all 50 questions! CLICK HERE to see the videos I have completed in the series on my YouTube channel.
"You see, in business, just talking about something isn't enough. If you truly want to overcome concerns and make your point real, you need to show it. You must teach it. And you certainly must be willing to address it. In our digital and visual world, one thing is for certain: If you don't show it, it doesn't exist." – Marcus Sheridan
On this very website, I have laid out what the Charles Cherney Team does for buyer clients (See BUY) and what we do for seller clients (See SELL). I am clearly sharing - SHOWING - what we offer our clients. Another way we do this is through our buyer success stories and seller success stories. These stories show us helping clients succeed. Storytelling is a powerful way to show someone who you are and what you do.
"Content – assuming it is honest and transparent – is the greatest sales tool in the world today." – Marcus Sheridan
I have always thought of myself as a consultant rather than a salesperson. As a consultant, I guide buyer and seller clients to make informed decisions. And how do I do that? By consistently sharing valuable content. This includes my regular market reports, as well as the specific content I share with a particular buyer or seller client, such as my valuation analysis.
Sheridan's approach (and my own) is to answer questions and be of assistance. It is a mindset informed by giving to give rather than giving to get. The getting takes care of itself when you aim to help others.