@BentleyGTCSpeed: Use “compared to” so your fee isn’t an absolute but relative, with high ROI.
This in one of my favorite Tweets, ever. Why? Because it opens up a conversation about the fact that all decisions are made by comparison.
Now, I have posted about this topic previously. Once in regards to the presentation and one about just gettting a “yes” in general. This post is more geared towards the close of a conversation/sale.
Even if you don’t believe all decisions are based on comparison, operate as if they were and you’ll get by much better. Or, just suspend your old belief while I convince you otherwise.
It’s either “this” or “that.” It’s either “theirs” or “yours.” At the very least, it’s either “yes” or “no,” right? Consumer Reports might just as well have been called Comparison Reports. But, they are marketing to their buyer, not the “advantage” part of FAB (Feature Advantage Benefit.) If you’ve never seen it, their magazine is entirely devoted to comparison.
So, how do we apply this to helping people make better decisions?
Number 1 is always know that other options exist for whoever you’re persuading.
Number 2 is utilize this information.
When gathering information: How are you doing it now compared to how you want to be doing it?
When presenting: Inoculation is all about comparison.
When asking “the” question: Present as bigger faster stronger.
And, if you have to, overcome objections based on comparison so it’s not absolute, but relative.
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