Amp Up Your Sales

CHAPTER 18

Shaping the Buying Vision

Remember that little sports car that you have always coveted? How many times have you pictured yourself sliding behind the wheel, sitting in a handcrafted leather seat that fits you like a glove, with the dials and gauges arrayed around you as in the cockpit of a fighter jet. You slip the car into gear and—with the top down—head for the nearest open road. You’re driving fast down Highway 1 from Carmel to San Luis Obispo, hugging the curves of the California coast, the warm sun on your face and the wind blowing through your hair. Or maybe you want to test the car’s nimble handling, so you envision yourself putting it through its paces as you negotiate hairpin turns on the switchbacks over the 9,045-foot Stelvio ...