Never sell blind means that you don’t try to sell people into your high end program without knowing more about them and what they are looking for.

When you don’t understand who they are or what they need, there is no way you can lead them through your structured sales process to close them.

This is critical, as many people, when asked what they do, just start spouting off a whole mess of random information, hoping for the one tidbit that might spark the listener’s interest.

Instead of the anxiety and uncertainty of that approach, always start by gaining as much information as you can, first.

Ask the person what they do, and what they are interested in. Ask them if they’ve had experiences with programs or services like yours. Ask this in general, as in, “Has your company ever invested in business coaching?” And if they say “yes”, ask them, “What were the results of that? What was missing from that experience?”

When you start to ask questions like these, you identify holes or gaps where you might be able to position your offering much more strongly.

This works in any industry. You just need to find out who the person is you’re talking to, find out what business challenges they have, and gently guide or lead them to talk about the problems they’re facing and what solutions they think they need.

Then it’s your turn to talk, taking into account all the information you just got, and tailoring your response to meet their needs. Now, I’m not ever suggesting you lie or say you can do things you really can’t. But, at the same time, I’m also suggesting that you be flexible and try to match your services to what this person needs, and to be flexible about your offering to suit the needs of each individual client.

Let’s take my Executive Mastermind for example. I have a core curriculum and a core set of skills for this program- that is always similar client to client. But I also tailor parts of this program to individual clients, because they have unique concerns and unique challenges by industry or experience.

You can do the same thing. Create your core offering, but don’t be afraid to tailor it to suit the needs of those interested in your program. And don’t be afraid to tailor it to get people more interested in your program.

When you know who you’re speaking with, you have a greater likelihood of giving them the right information to help them move forward without delay.