Self-Employed? Think APV: Always Provide Value

When you’re self-employed, think APV, not ABC

As a solopreneur responsible for finding your own work, you may be tempted to adopt the ABC sales mantra, “Always Be Closing,” as described so powerfully by Alec Baldwin in the movie Glengarry Glen Ross. But when you’re self-employed, ABC might be the kiss of death to your business because nobody likes being sold.  As coaches, independent consultants, and financial planners, we’re problem-solvers, not salespeople. We want to be remembered and trusted, so put the client first.

So instead of ABC, think APV. It sounds a bit like a disease, but it means Always Provide Value.

Always Provide Value in every email, conversation, interaction, and follow-up note. You may have to look for ways to always do it, but value can be as small as adding a short postscript, “I know you’re interested in team effectiveness. I just came across this article and thought you would want to see it.” Or: “By the way, I noticed in the workshop you had trouble turning the flipchart pages. I find it helpful to dog-ear the lower right corner of several sheets before a session begins.”

Each time you add value, even if just a little, you’ll build credibility and enhance your reputation. People will appreciate their interactions with you. They’ll remember you and refer you to others. No selling required.