Stop Selling Services, Sell Value w/ Chris Do | Ep 427
The Futur with Chris Do
The Futur
4.9 • 998 Ratings
🗓️ 8 April 2026
⏱️ 13 minutes
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Summary
Transcript
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| 0:00.0 | I used to hate sales. I detested it. This book basically unpacks everything I've learned in my life |
| 0:06.3 | and career and added nuance and detailed case studies that really helped me understand why what I did |
| 0:11.9 | for the last 25 years worked. I'm going to cover the five biggest lessons I've learned by reading |
| 0:16.8 | Socratic Sailing by Kevin Daly. Let's start with number one, dollarize the value, which is to mean to sell money. |
| 0:24.7 | You don't want to sell services. |
| 0:26.2 | You don't even want to sell benefits. |
| 0:27.3 | You want to sell money back to the buyer or to the client. |
| 0:30.5 | What Kevin's talking about here in terms of dollarizing the values, everything that we do |
| 0:34.7 | as a service provider or even a product has a value to the mind of the |
| 0:38.5 | client. So what we need to do is to explain to them explicitly what value they're going to get |
| 0:44.1 | as a return on their investment. So for every $100 you spend or every $10,000 you spend, |
| 0:48.9 | here's what you're going to get in terms of real value versus soft, touchy-feely things. |
| 0:54.4 | So when we sell brand design or identity design, what is it that we're really selling? |
| 0:59.1 | Most of the times, the mistake that we make is we sell services, we sell deliverables, |
| 1:03.4 | how many logos, how many iterations you're going to get. |
| 1:05.7 | When we should be trying to figure out how does doing this service, identity design in this case, advance the |
| 1:12.9 | business forward? What is it actually doing for the business? Will it save the money? Will it make |
| 1:17.4 | the money? Will it improve customer experience? And then find out the actual value of that. |
| 1:22.8 | And once you're able to dollarize the value, the price won't seem as much given the relative value that's created. |
| 1:29.5 | Well, most creatives don't even speak this language and think about what they're doing as |
| 1:33.8 | having material impact on the business. They're too stuck on creating this premium feeling |
| 1:38.3 | and focus almost always on aesthetic value, which to a non-disterning buyer doesn't actually mean that much to them. |
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