Greetings, friend, entrepreneur and fellow business builder. I'm marketing master Jim Ackerman and this is Biz Cabooms, 30-second marketer tip of the day. And the next installment in a long series about why and how you should get in the game early. Be your competition to the prospect. Don't be battling on that playing field of getting the customer to buy right here and now. Get to them early where you can establish relationship. Number one, render value number two and today's episode we're going to talk about helping them establish their buying criteria for what you have to sell. Now think about this. If in the process of buying a car, the prospect is in a 60 day or 90 day decision making cycle. And you wait to the end of that where you're trying to get the person in the door today to buy today, you're competing with every car dealer out there. If you could get them, get to them much earlier with a lead generation campaign. Render some of that upfront value in the form of helping them know what they should do and how they should go about the process of buying the car. Wouldn't you engender some preferential treatment from them? Yes you would. But more importantly that than that. If you can help them establish their buying criteria and stack the deck in your own favor in establishing those buying criteria, you can set it up so that buying from anybody else would be simple insanity because none of the other dealers would match all the criteria that you bring to the table. The same is true in buying jewelry or boats or carpet cleaning or virtually anything else. If you can help the buyer who is not an expert, establish buying criteria in his own best interest and stack the deck in your favor in the process, not only will you invoke reciprocation that will get them feeling like this guy's made a contribution to my life, I ought to give back to him. But you will have helped them take a look at what they are buying from a perspective that only you can fulfill all their dreams. That my friends is persuasion and that gives you the best chance to win at the selling game. Another reason why you should be first in well in advance of your competition. That's your marketing tip of the day but there's more to come in this series. Well, share it with others, subscribe to the channel and pay attention for our next episode of Bizka Boom's 30-second marketer tip of the day.