Chimney Sweep, Redux
Allow me to put a finer point on a previous email about chimney sweeping.
Had the owner of the company asked me if I wanted my chimney swept, I would have said, “No.”
When my neighbor recounted a fire-y story, and asked me if I wanted to not worry about a potential chimney fire, I said, “Yes.”
…
When positioned one way, my answer is no. When positioned another way, my answer is yes.
For the same service.
…
If you are selling:
Accounting
Job Costing
Cost Segregation Studies
Your prospects might say no, when they would say yes to:
Making sure their customers pay them every month
Improving their profits on each job they do
Increasing their short terms cash flow and freeing up capital to invest more
…
Positioning matters.
