The “Anything/Anyone” Problem

Understand Your Buyer > How To Lose The Sale > The “Anything/Anyone” Problem


What is it?

Whilst it’s exciting to have an offer that “anyone” could buy, or a product/service that could do “anything” your buyer needs… it actually makes life harder for you.


Why does it work?

Selling is about good communication and finding a connection point.

The connection point is the most crucial piece and its a combination of understanding what your offering does and what that means for me as a buyer. If you expect me to understand or choose what your offering will mean for me, you are leaving the sale to chance and running a risk of scaring your buyer away.


How can you use it?

To overcome the “anything/anyone” problem, you need specificity.

There are a number of ways to do it, but these are the simplest/most effective.

Or better yet… all of the above.



We can see this happen in real time with the advent of things like CHATGPT which can do so much, it’s impossible for some people to understand how they would use it.

This has led rise to people selling “prompts” which are prewritten examples of what you can ask for. This removes the thinking and means you are far more likely to engage with CHATGPT.



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