The “Thing” they Actually Want

Today my wife asked me to pick up Tartare sauce and a few more items,

So I was walking around the entire supermarket but I couldn’t see it,

I found a section where I thought it might be, since there were loads of small glass jars.

But it turns out, jams and spreads don’t fall in the same category as “condiments”, even though they serve a similar purpose.

Anyway, I had a thought:

“What if I looked for ketchup?”

If I could find that then, of course, Tartare sauce would be right next to it?

So I started looking for ketchup even though that’s not what I “actually” wanted to find.

If I had bumped into an assistant, I would have asked them: “where can I find ketchup?”

Reflecting on this, I received a “download”:

This is EXACTLY what is happening every day in business.

Your prospects are out there looking for something, but oftentimes it’s not the “thing” they actually want.

If you ask them, they’ll tell you what they “think” they want.

You offer it to them, and they don’t buy.

It’s your job to identify what they “really” want, and let them buy it from you.

When you do that, you can make sales without ever really “selling”.

If you want a list of really smart questions that get your prospects telling you what they really want, let me know and I will send it to you.


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