Highlighting Your Value

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I am a salesman.

My job is to sell a service to potential clients. However, that act doesn’t necessarily convey the value of my service to my ideal clients. Let me explain.

Executive coaching can give you the time and place for an expert to point out your blindspots and help you make decisions about your professional life.

I can help you build a network of successful Black men who can be there on speed dial whenever you need their support. I can help you locate the ideal company and opportunity for you to land your next executive role.

However, in sales, you are selling the sizzle, not the steak. Sizzlers is called "Sizzlers," not “Steaklers,” for a reason.

In sales, we are selling the dream.

Cure the pain and sell the dream.

In car sales, for example, which is something I also used to do when I worked as a lot lizard at Universal City Nissan in Southern California, we would paint a picture of how cool our clients would be and how many women they could get if they bought the sports car. We would tell them that their family will be safe and will love them if they buy the minivan. We would tell them how much money they could make if they went and bought the pickup truck with the bed in the back for construction.

We didn’t tell them about the metal of the car, the type of paint used, the oil in the engine, the muffler, or the tires. If we did, we mentioned those things fairly briefly to address the logical side of the customer's mind that needed to use logic to justify buying a high-ticket item. However, people primarily act on emotion, and the emotion is connected to the dream or the value that this item will bring into their lives.

The value of executive coaching could be increased work-life balance, which gives you more time to spend with your family. And if a brother puts a price tag on how much more having eight hours weekly in addition to spending time with his family for a whole year means to him, he may tell you it’s worth $500,000 to him in value.

Not the price, but the value. Let me explain the difference.

Let’s say you’re the founder of a start-up, and you get investors to put in $1,000,000 for the SaaS start-up.

The price to start that organization is $1,000,000. That’s how much someone had to reach into their bank account and give you to start that business.

However, the value of that business in the marketplace could be much more than $1,000,000.

What if that startup finally cured cancer.

Well, then the value of that problem solved could be worth $10 billion in the marketplace.

So let’s drive home the point. If I’m speaking to you during a consultation for coaching, I am looking for ways to get you the most value, whether it’s working with me or not.

If helping you get your next promotion, increasing your work-life balance, positioning you to leave a legacy, or starting your own business so you can travel the world and drink a whiskey sour in the Bahamas while you have passive income coming in are valuable to you, I am looking to quantify how much value this would bring to your life.

Yesterday I had a conversation that identified $50 billion in value for one brother. We were having a $50 billion conversation.

I routinely have multimillion-dollar conversations with potential clients related to the value we unlock in their lives.

By working together, I help them realize this value in their lives.

Ultimately, that’s what you’re buying—not my program or my coaching expertise; you’re buying access, a roadmap, and a guide along a well-worn path that other brothers have walked toward reaching your goals and unlocking the value connected to them.

My current and previous coaching clients can share with you that one of the things we do to help them reach their next level of success is to unlock the value that’s inside of them and showcase it throughout their organization, to investors, or through their business in order to receive more in return.

The exact skill set and mindset that I’ve shared above are the basis for venture capitalism and will also help you unlock your next level of professional success.

Written by Jewel Edward Love, Jr.

Founder and Executive Coach, Black Executive Men

If you are a corporate executive who wants to achieve more, then schedule a consultation with Jewel today. He’s helped over 500 corporate brothers get the salary, seniority, and satisfaction they desire using his proven Executive Blueprint system.

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