Kevin Taylor’s Reviews > The E-myth Revisited > Status Update

Most sales people think that selling is "closing". It isn't. Selling is opening… it opens up the prospective customer to a deeper experience of his frustration and to the opportunities available to him by going through the questioning process with you.

After all, that's tge pirpose of a system - to free you to do the things you want to do.

Will applied to conflict creates energy. Conflict without will creates frustration. An engine turning but going nowhere. Conflict with will creates resolution, a movement beyond the dilemma.

White board, blue marker stoey

I have seen that more often than not that the only definition if 'good common sense' is 'my opinion.'

You find out … what colors they prefer, what gapes, what words. You find out the brands of perfume they buy, automobiles, clothes, jewelry, food. You match those brands to the ads and commercials that sell them, and you discover by becoming interested in what messages are being sent to your customers by other companies - who are successfully selling to them - what messages they might send to those customers…

Because if your customer doesn't perceive he needs something. Be doesn't, even if he actually does. Get it?

Perception of contrasting clothes is in your mind. Not on the person.

And all that happens after that psychographic moment of truth, after the buying decision is made, is that the unconscious mind sends it's answer up to the conscious mind, which then goes back out into the world to assemble the rational armament it needs to support it's already determined emotional commitment. And that's how buying decisions are made. Irrationally!

Your marketing atrategy starts, ends, lives, and dies with your customer… When it comes to marketing, what you want is unimportant. It's what your customer wants that matters. And what your customer wants is probably different than you think.