“He’s such a great salesperson,” the saying goes, “he could sell snow to an Eskimo.”
But that might not be as hard as you’d think.
The fact is, almost everyone prefers having more of something they already have, rather than something they lack.
Rich people want to be richer; that’s why we have lobbyists. Beautiful people’s desire to be more beautiful keeps Hollywood’s plastic surgery clinics (and the tabloids) humming. Olympic athletes wish they were stronger or faster. And geniuses dream of being more intelligent.
Years ago, Georgia voters had to choose between a sitting governor whom everyone knew to be corrupt, or a young political firebrand. Many old-timers voted for the incumbent.
“We know he’ll steal a million dollars a year,” their reasoning went. “We aren’t sure how much the young guy will take.”
They were comfortable with electing crooks, and saw little point in doing things differently.
Of course your prospects and customers want to enrich their lives and business. But changing to your product or service may require a leap of faith. Why try to make them take it, or use up your resources getting them to trust you?
Instead, discover what your prospects and customers have plenty of. Then pitch your product or service as the best way for them to get more of it.
