How do you reach that special one who would buy your thing if they just knew about it? Almost no one with money responds to ‘this is the greatest’ anymore. So how about something new?
Pretend you love tennis, and you’re looking for a tennis partner. Wouldn’t you just ask around for someone who plays tennis? You are “calling someone by name” – in this case, someone who plays tennis.
You are leading with YOUR hot button here, see that? You’re not asking what sport the prospect likes, and then hope you can accommodate the person. No, you ask for what YOU want.
Isn’t it time you start asking for what and whom you want?? That’s how I recommend you find your best product customers, starting right now.
STEP FIVE: Lead with YOUR Hot Button. Not Theirs
First task is figuring out the ‘tennis value’ of your product. Why do you love it and what does it do for you? This is personal to you. It doesn’t come from a brochure. It has to come from within you. It’s your before and after. Your values. Why YOU love it.
Once you have that down, which is a step-by-step chapter in the orange book, you’ll be able to ask for people who blah blah blah, like YOU. Same way you ask for someone to play tennis. You’ll eventually be referred to someone who plays.
Isn’t that the idea here? Find someone who already ‘plays’? (See Step ONE: Seek not to convert. Seek the converted. Here.)