We have talked about probing prospects’ emotional needs or pain and easing them.

Our prospects buy with emotion and justify their decisions with logic.

The great orator Marcus Tullius Cicero said that to persuade anyone, they must accept your idea with emotion – and facts.

He meant we must tell the prospect stories of how others have ben efited from our offers and have the data to prove it. Prospects relate to success stories.

A story we share with prospects is about the professional practitioner whose ad campaign attracted a $10,000 patient. The advertiser’s $1,000 investment returned a 10 to 1 RoI on one customer.

We talk about advertisers who have been with us for years. Their ads pay off.

Recognize that your customers may also be thinking about how to justify the decision to partners - or their spouses. As you establish credibility and rapport, discuss the relief they will feel when the pain goes away or the goal is achieved. They will ask themselves: • Why should I listen to you? What credibility do you have? • Do I need or want what you are offering me? • Why should I pay good money for

• Why should I pay good money for what you offer?

We share such field-tested ideas in our book “Million Dollar Strategies of Maverick Entrepreneurs.” For your $20 personally autographed copy, email JerryBellune@yahoo.com

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