Persuasion is the art of getting people to do something they wouldn't ordinarily do if you didn't ask. When meeting with a prospective client for the first time, you are trying to understand their problems, determine their objectives, explain your services and outline the many benefits of working with you. But what if it's not going anywhere? No matter how much you ask, how well you present your advantages or how sincere you are about helping this prospective client, things don't seem to be clicking.
SELLING THE FUTURE
What I mean by this is going beyond outlining objectives, value and measures of success (which most of us don't do a good job with to begin with) and helping the prospective client get in touch with their real motivation to take action, to move in a new direction. This motivation always lies in the future and it lies inside the client, not outside. You need to go beyond the surface and discover their highest aspirations, their most compelling dreams.
HOW DO YOU DO THAT?
Once you've learned about their situation, their problems, and discussed objectives and outcomes, what you need to do now is dig deeper and learn why those solutions or outcomes are important to them. You're really always asking the same question: 'If you got X, then after you have it, what do you want that's even more important?' But as simple as this might seem, the ultimate result can be very powerful.
What happens in this process of selling the future is that your prospects get in touch with what they really want, what's really important to them. And when that is clear, people become motivated to move heaven and earth to get that result. If you have helped facilitate this process, they will see you as a partner in producing that result. You've asked the right questions, you've listened, and you have resonated with what was important to them. You've clicked...
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