Horse to Water

Horse to waterThe young sales person approaching the Sales Manager, after she’d just lost a sale, philosophically exclaimed, “Well you can take a horse to water but you can’t make it drink”. The Sales Manager replied “Maybe so, but your job isn’t to make the horse drink. Your job is to make it thirsty.”

When we are passionate about something, our enthusiasm can take over and we can then “push” what we want, irrespective of the thoughts and feelings of the other person. Result? Resistance. Buyers don’t want your product, they want what your product can do for them.

We all operate from the W.I.I.F.M. perspective (“What’s in it for me?”). So show me, the customer, how I’ll benefit; involve me, respect me and gain my commitment and I’ll “pull” your idea to me. Give me a thirst for your idea or product and I’ll happily drink from your well.

Gerald Richards
The formula to Multiply your Profits
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