CHAPTER 4Buyers Who Like Proof vs. Buyers Who Don’t
DOES YOUR HUSBAND THINK … ? I’ve been hired to coach the sales manager of an exclusive tennis club. We were discussing the New Year and how so many people are suddenly interested in getting into shape.
All of his reps were being taught to sell memberships by playing to the prospect’s personal experience. They’d say to a woman, “Think how great you’ll feel when you look in the mirror,” or “Just think how happy you’ll be to become a much better tennis player.”
I said, “How about this question: ‘Does your husband think you’re fat?’”
“I can’t ask that!” he said.
“No, you can’t,” I said, “but you could benefit by learning how different that question is.” Then I explained how buyers have contrasting ...
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