Believe it or not, no one actually buys your service. No one buys coaching. No one buys consulting. No one buys financial planning. So what do people buy? Well, there are, in fact, two things people buy.

(1) The first thing people buy is a solution to a problem.

(2) The second thing people buy is YOU.

People buy a service only because they believe it will solve certain problems and give them certain results. They are not buying the "how" of a service. Your service is simply the "how" you do it. Your service is the tool or method you use to solve problems and deliver results.

Do you buy a hammer because you just want a hammer? Do you buy a car because you just want a car? Do you go to the dentist because you happen to feel like being drilled? These examples show you that you are buying a solution to a problem; you are buying a result. You would not buy a hammer, a car or go to the dentist unless they all solved problems and delivered results. Focus on understanding their problems and the results they will get.

Once someone has decided they have a problem they want solved, they then make a decision as to who will solve it for them. If you have been focusing the conversation on understanding their problems, they will feel that you have their best interests at heart. They will start to trust you and open up to you. They will naturally decide you are the person to solve their problems.

In summary, don't focus on selling your services. Instead, have conversations where you focus on understanding problems and then people will assume you know "how" to deliver results. The more you focus on understanding their problems, the more they will trust that you are the one they should be working with.