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Strong salesmen know their business like their reflection. If you want to be an expert in the eyes of your customers, you need to . . . be an expert.

Understand what separates your company from the masses. Learn the unique benefits of your service/product. Meditate on how your rivals ain’t shit.

Example:

Lawn Pimps

  1. Largest lawn care company in the world
  2. Best products/equipment in the industry
  3. Free soil analysis
  4. State licensed technicians
  5. Products tailor-made to meet customer’s need
  6. Free service calls

Study until you can pen your employer’s Wikipedia page. Then, tackle particular products and services:

LP Maintenance Package:

  • Pre-emergent crab grass control
  • Fertilizer
  • Weed control

LP Health Package:

  • Pre-emergent crab grass control
  • Fertilizer
  • Weed control
  • Grub prevention

LP Complete Package

  • Pre-emergent crab grass control
  • Fertilizer
  • Weed control
  • Grub prevention
  • Aeration
  • Overseeding

Aeration

  • Enhanced soil water uptake
  • Stronger grass roots
  • Enhanced heat and drought tolerance
  • Better cushioning
  • Hands down the most beneficial lawn service

Overseeding

  • Improved lawn appearance
  • Increased density
  • Fills in turf damage from summer stress, insects and diseases

Make a habit of reviewing your lists until you can recite them like your favorite song.

What was it that Napoleon Hill said about specialized knowledge?

“Before you can be sure of your ability to transmute DESIRE into its monetary equivalent, you will require SPECIALIZED KNOWLEDGE of the service, merchandise, or profession which you intend to offer in return for fortune.”

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