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How To Sell ANYTHING To ANYONE With This Tricky And Unusual High Integrity Tactic
There’s an ancient Chinese proverb that says, “Hearing something 1,000 times is not as convincing as seeing it once.” Most entrepreneurs and salespeople when they want to sell a product, when they want to sell something to someone, they always focus on, “What do I need to say?” They want to focus on using smarter words, fancier words or better scripts. That’s good. That’s closing 101. I’m going to teach you an advanced strategy so you could sell anything to anyone anytime and it is not what you think. I’m going to teach you a very unusual strategy on how to do that. One of the most profound questions that you can ask when you want to sell anything to anyone is, “What is the one dramatic demonstration that I could do to create trust and certainty in the mind of my prospect? How could I show and not just tell?” It doesn’t matter what business you’re in, what industry you’re in, what products or services that you are selling. There’s a saying, “There’s no business like show business.” We’re all show business in one-way shape, form or another because there’s so much noise in the marketplace. There’s so much competition in the marketplace so how do you stand out?
Imagine you are a magician and you are going out there in the street. Here’s what most salespeople and entrepreneurs do. They go yell from the top of their lungs and say, “I’m the best magician in the world. Look at me. I can do card tricks. I can do coin tricks. I can do all kinds of tricks. Look at me. Trust me. I am the best. I can do all kinds of tricks. You will be dazzled and you will be amazed. Let me show you.” You could do that all day long and that’s what most marketers and entrepreneurs do all day long. What you could simply do is, “Let me show you something.” You just perform a trick, “Hold onto this. Choose a card.” That’s what I call a dramatic demonstration. I call that the WTF effect. How could you use that in your business? Let me give you a perfect example. A vacuum cleaner. If you are pushing the features and benefits of how durable the vacuum cleaner is or how good the vacuum cleaner is or how good the company is or how many vacuum cleaners that we have sold, that’s all good. If you watch this particular infomercial or the closer or the pitchman, he’s not doing that. He is talking about the vacuum cleaner but he also does that through a dramatic demonstration. He uses the vacuum cleaner to lift up a bowling ball and you’re like, “What is that? That is so crazy.” Not just that, he even demonstrates not lifting just one bowling ball, but two bowling balls. That’s a WTF effect.If I could walk across hot coals, it means I can break free. Click To Tweet
You’re like, “What is this?” He’s doing that to demonstrate how powerful the suction is. You and I both know you’re not going to use the vacuum cleaner to suck up the bowling ball. That’s not what you’re going to do. You’re going to use it to mop the floor and clean up some dust but in your mind, “If the suction is powerful enough for the bowling ball, a little bit of dirt is easy.” Right there, you are sold. That’s the power of dramatic demonstration. You need to ask yourself the question, “How could we show and not just tell?” Tony Robbins, when he was just getting started, he was using dramatic demonstration to launch Personal Power, his program on TV. What did he do? At the time as a young Tony Robbins, he would go on TV and he would challenge different types of therapists and he would say, “Give me your toughest patients, the patients that you’ve worked for years and you couldn’t help them. You couldn’t cure them. Give me your worst case phobia. Let me handle that and I would cure that person and eliminate that phobia on national TV.” That’s a dramatic demonstration. Tony cured that lady. In a very short period of time, he was able to wrap the snake over her neck even though she’s had a snake phobia her whole life. Later on, that did not only launch Personal Power and Unleash the Power Within.
What is one dramatic demonstration that Tony Robbins uses to create trust and certainty in the mind of the prospect? Firewalking. Tony built his entire career on one dramatic demonstration that in order to break free, in order to regain the power you know you have within you through a demonstration, if I could walk across hot coals, it means I can break free. I can break through and that I am unstoppable. It is a metaphor. It is a dramatic demonstration. If I could do that, what else could I do in my life? Can you see how powerful a dramatic demonstration is? When you are creating dramatic demonstrations for your business, there are three questions you have to understand. This is the question that your prospect is asking, “Can I trust this person? Can I trust this brand? Can I trust this company?” That’s the first question.
The second question is, “Is this company, is this person or is this brand competent?” Number three, “Is this person special? Is this person gifted? Is this person talented?” That’s what’s going through their mind and when you can demonstrate that, it’s almost as jumping out of a plane without a parachute. When you can do that, you create that WTF effect. When Tony does that curing the phobia on national TV, that’s jumping off a plane without a parachute. In my career, I’ve used this multiple times. I’ll give you a perfect example. When I teach my class High Ticket Closer certification program I would have so many students in the class. I would open up their mind and I would say, “Go ahead and unmute. Show me how you usually sell. What do you do? Close me.” They would do the roleplay with my other students in the class or with me with no script and no pre-rehearsal or anything like that. We go and I would teach them and I would coach them. I will demonstrate how I would close right there in front of virtually a thousand people from over 100 countries. That’s a dramatic demonstration.Don't be boring. Be interesting. Show and don't just tell. Click To Tweet
I’ll give you another example of how I’ve used this in my career. When I was back then doing more consulting with entrepreneurs and CEOs, very often we will start off with one-hour strategy session. They would come to my office and we have a big huge whiteboard and I’ll have my marker and I would say, “Give me your biggest challenge. Give me your biggest business problem.” Right there I would brainstorm the whiteboard. I’ll ask them questions and they would give me different answers. They’ve only paid me for that one hour and through that one hour, I’m always able to overcome and come up with a plan that they could implement to solve one of the problems that they have. It could be a problem or challenge that they had been experiencing for months or years and yet I’m able to dramatically demonstrate my expertise. No PowerPoint, no plan, no proposal, just go. From there, they say, “Dan could do this in one hour. What happens if I would hire him to work with our company for months and years?” That’s another form of dramatic demonstration.
David Copperfield is one of the greatest magicians in history. How did he build his career? He builds his career based on a handful of dramatic demonstrations, tricks, or performances. Walking through the Great Wall of China, flying over the Grand Canyon, making the Statue of Liberty disappear, a few things. That’s all you need. When you are marketing and when you are promoting, be dramatic. Don’t be boring, be interesting. Show and don’t just tell. When you can combine dramatic demonstration with a massive distribution like TV or social media, you can sell something to millions and millions of people. You can get your products out there and a lot of people will want to buy from you.