The Daily Journal
By the Ocean
Cloudy 79 Degrees
9:14 a.m.
Is what you have what they actually want? Or is it simply a vehicle to get to what they want?
If it’s a vehicle, then it doesn’t make sense to shine a light on what you have. It makes sense to tell the story of where it could take them. And to build trust so that they believe you when you say it.
But talking about how great the “vehicle” is won’t move the needle. Because no one cares about the vehicle.
This can be quite a challenge for the ego to accept. Especially if you’ve invested countless hours and/or dollars getting that vehicle to be something that performs at a very high level.
It doesn’t matter. You can’t make them want it. That’s not what humans do. You can’t tell them to want X and not want Y. It doesn’t work even if you carefully explain to them that, by wanting X they can get Y. They don’t control what they want. It just HAPPENS.
If you keep talking about the vehicle, it won’t take long before you’ve killed every ounce of attraction. Wouldn’t YOU get bored if someone spent 30 minutes talking to you about something you didn’t care about?
This is not rocket science. It is human science. And human science is simple and complicated all at the very same time.
Know what they really want. Follow that rabbit hole as far as you can. When you THINK you know, stay humble and consider you might be able to dig deeper. This journey often has several levels. Every situation is different. It’s worth the work.
What do YOU get from this? You get the ability to instantly connect with qualified prospects by showing up talking about the very thing they’re happily willing to give you money to get.