Long time, no write - This Is Not Advice #11

Hello hello hello

Long time, no write.

I have decided I want to become a better writer with the eventual goal of becoming an author. So here is the first step towards that goal.

Last week I ran a live session to a couple hundred founders at the HelpBnk Accelerator. A call full of people and I was scheduled to teach them about sales.

But really I didn't want to teach them, I wanted to free them up to teach themselves.

Most people still hear the word sales and a used car salesman pops into their head. Or the modern version may be a "high-ticket closer", whatever that means.

For an hour I tried to change that perception. Moving from pushy, sleazy sales person to what sales really should be. Helping people see that your solution is the best solution for them and their problem.

The 40% Rule

I started the session with a stat that tends to stop people in their tracks: You already spend 40% of your working hours persuading others.

You're convincing your co-founder to prioritise your feature request. You're pitching investors on why your vision matters. Hell, you're even trying to get your partner to pick the restaurant you actually want to go to.

You're already selling. Every single day.

The only question is whether you're doing it well.

Persuasion vs Manipulation

When I said the word "sales" at the start of the session, I watched half the room physically recoil.

So here's the difference that actually matters:

Manipulation is getting people to do what you want at their expense. It feels like coercion. Like you're pulling something over on them.

Persuasion is helping people see why doing what you're suggesting is actually in their best interest. It feels like collaboration.

The test I gave the room? If the other person wouldn't thank you afterwards, you're doing it wrong.

Suddenly we were talking about being helpful.

The Science Behind Why Facts Don't Win

People are irrational. In predictable ways.

We're full of cognitive biases and emotions. Facts and figures alone will never win an argument.

People decide with their feelings first, then justify with logic afterwards.

Think about the last thing you bought. Really think about it. Did you make a spreadsheet comparing all the rational features? Or did something feel right, and then you found the rational reasons to back up what you'd already decided?

If you're only presenting rational arguments, you're missing half the picture.

The New ABCs of Selling

I told the room to forget "Always Be Closing."

Instead, I gave them Daniel Pink’s new ABCs:

A – Attunement
Tune into the other person's perspective. See the situation through their eyes, not yours.

B – Buoyancy
Stay positive and resilient. Rejection is part of the process, not a verdict on you.

C – Clarity
Make your message simple and focused on what's in it for them. Not what's impressive about you.

Why Most Businesses Actually Stall

Most early-stage businesses don't fail. They stall.

They stall because they try to speak to everyone, everywhere, all at once. Their messaging becomes soup.

When you try to sell to everyone, you end up resonating with no one. Your message becomes wallpaper. Background noise that people scroll past.

The first step to selling to anyone is realising you can’t sell to everyone at once.

What Is an ICP? (And Why Yours Is Probably Wrong)

ICP stands for Ideal Customer Profile.

Most people think they have one. Most people are wrong.

Here's what an ICP is NOT:

• A vague demographic like "Anyone who might use this"

• "People aged 25-45 who like technology"

• "Small businesses"

Here's what an ICP IS:

• A specific person with a specific problem

• Someone actively looking for a solution

• A decision-making filter for everything you do

I told them: If your ICP feels broad, it's too broad.

Why ICP Clarity Changes Everything

When your ICP is crystal clear, everything gets easier:

Content becomes easier: You know exactly what to say and where to say it

Outreach becomes obvious: You know where they hang out and how to reach them

Offers become simpler: You know exactly what they need

Confidence increases: You stop second-guessing every decision

Getting in Front of Your ICP

Once you know your ICP, I told them there are only two moves:

Be a Magnet: Create content that attracts them to you

Be a Fishing Rod: Go to where they already are and start conversations

You don't need to do both. Pick one and commit to it fully.

If you want the full slide deck, shoot me a reply. We also covered:
Tactical Empathy
Labelling Their Emotions
The FM DJ Voice
Open-Ended Questions
Embrace "No"
Handling Common Objections

Cheers
Jonny