No longer do we live in an environment where aimless cold-calling, spammy advertisements or slimy sales tactics will get you anywhere.

There'll always be an element of quantity to everything you do in sales - financial targets to reach, KPIs to meet, meetings to book, calls to make and emails to send, but this is only a part of the sales process now. It's no longer the be-all and end-all, and it shouldn't be your predominant focus either.

As we approach the end of the year and in 2020 and beyond, your new focus should be on delivering completely selfless, useful and life-changing value to the world.

If your content doesn't add value to someone in a way that can truly change their life, then you're not really giving at all.

I'm talking about giving away your best stuff - the information or expertise that your instincts might subconsciously tell you to keep for the paying customers only - because this is where your real value lies.

It's only through your best information that people will understand what principles you stand for, and begin to hear your message. In our changing world, providing selfless value to others is now the only way for you to reach the masses and demonstrate the benefit that you/your organisation brings to the table, to help resolve your prospects' problems.

That's the key - how you can help your prospects by making your content about them?

Depending on your niche/industry/area of expertise, you could add value in the form of:

And my suggestion is to stay in your lane.

I'm no fitness expert, so I don't pretend to be. I'm also no expert on love, so I don't share my viewpoints on romantic relationships either.

I know business, and I know people, so this is where I focus my efforts day in and day out.

And before they can trust you, they need to know you.

According to Topo, a research and advisory firm that helps organisations grow their sales and marketing revenue, it now takes 18 calls to connect with a buyer.

Yes, you read that correctly, 18!!

Some social media statistics suggest that it can take between 20-25 interactions (clicks, likes, comments, views, shares etc) before a person will even notice your message, let alone begin to trust you or deeply listen to what you have to say. People want to partner with businesses/brands who can prove they genuinely care about others, whether they're paying customers or not. We're bombarded with thousands of ads, images and messages every single day, so it's now more important than ever to find a way to cut through the noise.

And the way to cut through that noise and prove your authenticity, is by being consistently useful to others.

When you give freely to others, then when it's time to sell your products/services or promote your business, you can do so confidently. Because people already know you and trust you, they'll be more likely to listen to your message and consider engaging with you for your services. By providing consistent content (this is the second key), you'll begin to form the foundations of a trustworthy relationship with your prospects, and position yourself as the expert in your field.

Gary Vaynerchuck talks about this concept in his book 'Jab Jab Jab, Right Hook.' People will be more receptive to your message because you've already consistently helped them for an extended period of time, without asking for anything in return.

The best brands give, give, give...and then they give some more. Giving is how you build relationships with people, and the best businesses and entrepreneurs who understand this will be the real winners moving forward.

I received this message from a new connection of mine yesterday, Cindy Lai. This message touched me, because it was a reminder of the kind of impact you can have in someone's life when you're willing to give to others without expectation:

Not just money or status.

But real, life-changing impact.

Ask yourself how you can add more value to other people's lives, and how you can best serve them. When you begin to serve others without expectation, that's when you'll begin to notice the needle of your own business shift.

To your success,

Adrian