Lead With YOUR Hot Button
How do we reach that special one in ten who would buy our thing if
they knew what it could do for them?
First, we make sure we don't turn them off and make them change channels.
Live by the Second Agreement. 'No more seller-talk' is our new mantra
and we monitor ourselves like hawks to swallow any seller words that
might reappear just out of old habit.
Don't worry if you hear yourself still sounding a bit like a seller
bear once in a while. It happens. The old habit will slowly disappear
the more you practice the Second Agreement. It may take a while, but
soon, it will become second nature and you'll know that the people who
don't respond to you are probably one of the 9 in 10, no matter what
you said. At least not now.
When we eliminate all seller-talk from our product introductions, we're
often left with nothing to say! Test this on your own product introduction
script. Cross out all words and phrases that are generalities, techno-babble,
or hype. What do you have left???
That's right .
So, what do we say instead? -- The same thing we normally say when we
want someone's attention. We call their name.
Picture a group of people downtown where you live, and you announce:
"Everyone named 'Harry', please step forward". If you spoke
Harry's name loudly and clearly enough, wouldn't all the Harry's step
forward wondering what you had in store for them?
Would you expect the people named James to respond too? Maybe a few
Jameses would step up wondering what the Harry's were getting,
and thinking they might get in on the action too. If you asked for "everyone
who wears a size eight shoe" or "anyone who recycles"
don't you think the size eighters and the recyclers might
perk up, curious why they were singled out? Perhaps they might even
feel special.
People go by lots of different names ¡V Christian, redhead, prefer
alternatives to drugs, have achy joints, etc.
OK, you say. That makes sense, but how can we call their name if we
don't know it???
You're right. It's tricky. But there's
a way.
Buy
Now
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