One of the reasons holding people back from buying your service is that they don't see the connection to their bottom line.

Being able to show them how you can have an immediate impact, as well as a long-term impact, on their revenue, is very valuable. Without that, you're leaving the client to work out how your magic is going to apply to their situation; how it's going to benefit their business in the circumstances they find themselves in right now.

In this episode, I use a real-life example of businesses that have a booth at a trade show, but have no way of nurturing the warm leads they meet because the business doesn't see the connection between: "meet visitor" and "increase revenue for our business."