The basic interest common to all prospects is self-interest.
It’s the one single common denominator of the entire human race.
Now all you have to do is tie that in with your offer. Simple.
Self-interest is expressed on four levels.
(1) What will this do to help me ?
(2) What will it do to help those close to me – my family, friends, or business associates ?
(3) What will it do to help my customers or my industry ?
(4) Will it help the public generally ?
The order in which these are listed is also the order of their effectiveness when you use them in your approach to a prospect.
Unless you know the prospect is a professed altruist or philanthropist, don’t bother with #4.
You could use #3 effectively with that small segment of society that loves to save the world or help their industry turn itself around.
You could possibly make it work with those who see that the interests of their customers are closely identified with their own interests.
As you might guess, #2 has multiple possibilities which are dependent on which one of the figures in the question you’re attempting to identify with.
And #1 is the universal common denominator of human nature – it’s built into every human mind and produces a universal response.
It’s the key to an effective approach which sells the prospect on the fact that he needs to delve further into your presentation.
Don't miss a thing! Subscribe to our RSS Feed or sign up for our e-mail updates (in the sidebar). To leave a comment, click on the post title, then scroll down to the bottom. Thanks!
