The Italian shopkeeper doing what most LOs won't

There's a small leather shop in Florence I walked past every day for three days.

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Family-owned, maybe 400 square feet.

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The owner, Marco, would be outside almost every morning, sweeping the front of his store, waving at neighbors, chatting with tourists, greeting the older folks passing by.

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He never once tried to pull me in, shoved a card in my face, or even asked if I wanted to see his "amazing selection."

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Meanwhile, three doors down, another leather shop had a guy standing outside desperately calling out to every tourist walking by. 

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"My friend! Please. Come look! Handmade!"

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Guess which one I bought from.

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Marco's shop. Twice. Ended up spending almost €500 there.

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The other guy? Never even walked in.

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Watching this play out everyday reminded me of exactly what I coach LOs on every single day.

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Marco wasn't selling, he was becoming familiar.

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By the time I walked in, we already knew each other. 

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He'd waved at my daughter. 

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He'd give a warm smile.  

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He didn't need to close me because he'd already earned the right to be considered.

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The desperate guy three doors down was doing what most LOs do:

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Being really desperate and pesky. 

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They think prospecting means pitching harder, selling means talking more, and winning business means being louder than the competition.

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But the ones actually crushing it right now are the Marcos.

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The ones who show up consistently, wave at kids, remember your name, make you feel like you're already part of something before you've even given them a dollar.

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They're not trying to close you. 

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They're trying to become the obvious choice when you're finally ready.

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Huuuuge difference.

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Marco sold me €500 worth of leather because he never once tried to sell me anything.

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Your next big client is walking by your shop every day.

Your shop is your social media.

Are you educating your audience of referral partners, homebuyers, and homeowners everyday?

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Ciao,

Amir

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