While I was using the term 'consulting,' as far as I was concerned, I easily could've been saying 'training.' Because to me, they were the same thing (potato, potahhhto), but to him were complete opposites!
To him, 'consulting' was an expense, something painful. 'Training' was an investment; Something that helped him grow!
No wonder I couldn't ever get the sale when I was offering to consult - I was inadvertently speaking to something that he associated with pain!
Frankly, I could give a rat's ass what HE called it – to me it was the same thing – I just wanted the sale! ?
Sure enough, a few weeks later, I told him about my "new" training service I was offering. And wouldn't you know it, he was totally interested, ha!
Anyway, THAT my friend, is why it's imperative that you ask yourself, "Why Do They Buy?" Because it's not what YOU think is the reason. It's what THEY believe that ultimately matters.