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Dear ,
This is one of the most important newsletters I will ever send you.
It will also be on the short side (but don't let that fool you into thinking that you shouldn't print it out and memorize its contents because you should).
Let me ask you... what do you sell? A product, a service, a process -- it doesn't matter.
The fact is, regardless of what you offer in the marketplace, there is something you absolutely, positively must do in order to get your customers/clients/patients to buy from you or hire you.
You want to know what it is? You must...
Successfully Resolve the Split-Second
Comparison Dilemma Your Customer Will Have
Before Deciding Whether to Buy
In other words, when you ask for the sale... or quote a price... or tell the client to sign on the dotted line (or whatever the situation), you must be equipped to resolve the dilemma the customer is having in their mind on whether to buy.
That's the key to winning. Right there.
Know this: The customer is mentally comparing you, your prices, your services, etc. to those they saw previously or have experienced previously. They may not say a word to you about it, but they're doing it. And they're doing it and deciding whether to buy from you, sometimes, in a split-second!
That's why it's up to you to make sure that's you anticipate their comparisons and answer them BEFOREHAND.
So, if you sell real estate but don't have as much experience as your competitors (who you're pretty sure your client will be comparing you to), you must find ways, other than experience, to sell yourself.
It could be your connections...
It could be your knowledge of the neighborhood or city...
It could be your tireless work ethic...
It could be anything else -- but the key is to find a way that will overcome the mental comparison your client will make when it's time to hire you.
And, obviously, this doesn't just apply to Realtors, this is for ALL business owners... because ultimately... almost everyone is being compared to someone.
If you own a restaurant, you have to resolve all the comparisons your customer will make, maybe not so much whether they will eat there or not, but whether they will return.
And so on...
If you can resolve the "Comparison Conundrum" -- and do it successfully -- you can win.
