From Mark Ford in the Palm Beach Wealth Builders Club:
We buy most things not because we need them, but because we want them.
The secret to selling is to create in your prospect a desire to buy that is so strong, it feels like a need.
Here’s how:
- To make a sale, you need to make a promise. And that promise has to relate to something your prospect wants… such as chocolate cake. Nobody “needs” chocolate cake. But people want it. Turn that want into a need.
- To make your promise vivid, transform it into a picture. Think chocolate cake with a side of milk or coffee.
- To advance your selling effort, you need to make certain propositions or claims. For example: “My chocolate cake is thicker and creamier than the generic brand.”
- You then need to support such claims with proof. Maybe your cake won an award or it’s made with all-natural ingredients. Demonstrate why your chocolate cake is the best, with evidence.
Reeves’ Note: The excerpt above comes from one of the Club’s most popular essay series. It’s called “How to Build a Million-Dollar Business for $25,000.” It’s one of nine separate wealth-building programs inside the Club. Current Club members can click here to access the Club content archive.