1 Plus 1 Is Not 2

(0:00 – 0:46)
Pretty excited to get to this one. I learned this lesson in 1993. So for everybody out there that sells something, which is 100% of people listening, I think we can acknowledge and you’ve heard me say a couple times now that we’re all salespeople.

I usually say that we’re selling a spouse on marrying us or we’re selling a banker on loaning us money or I’ve often said that we’re selling kids on behaving. And then a lot of times I’m going to add the number one person we’re selling is ourselves, that we’re good person, we can do things, we can accomplish things, we can pick ourselves up, dust ourselves off. So let’s just first for the sake of argument say that we’re all salespeople.

(0:47 – 1:43)
And if we’re salespeople, what are the rules? And I’m here to tell you that there are three different levels of selling something. And I’m going to use a car salesperson analogy to paint this picture. Level one selling would be, can you convince someone through radio, TV, highway billboards, referrals, in some way shape or form, can you sell someone to come to your car lot to see the car? Can you get them to your lot to see the car? Level two selling is, can you be convincing enough to get them to sit in the car and feel the car and drive the car? Can you get them to feel it? So level one selling is, can you get them to see it physically in person? Level two is, can you get them to feel it physically in person? Level three is very psychological.

(1:44 – 3:23)
Level three selling is this, can you get that person somehow, someway, to picture in their mind them driving that new car home,