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Started reading
November 28, 2017
positive intent,
if your prospect doesn’t trust you, then there’s absolutely no way they are going to buy from you.
you want your prospect to say yes when you ask for the order, then you’re going to need to have them as close to a 10 as possible for both of those things: you and your product.
THE THREE TENS The product, idea, or concept You, trust and connect with you The prospect must trust and connect with the company
no matter what product you’re selling, whether your prospect walks in your door or answers your cold call or clicks on your website, they will always enter the encounter with a preconceived notion about you, about your product, and about the company you work
Two Types of Certainty Before we move forward, there’s just one more thing about certainty that I need to fill you in on—namely, that there are actually two types of it: you have logical certainty, and you have emotional certainty, and they’re entirely different things.
Unlike logical certainty, emotional certainty has to do with painting your prospect a picture of the future where they’ve bought your product and can see themselves using the product and feeling good as a result of it. We call this technique future pacing, and it serves as the very backbone of how we move someone emotionally.
You see, people don’t buy on logic; they buy on emotion, and then justify their decision with logic.
However, if you skip making the logical case and focus strictly on creating emotional certainty, it won’t do the trick either, because the logical mind serves as a human bullshit detector.
you’re going to have to create both types of certainty—logical and emotional—which
