A sales principle that leads to wealth: It’s all about them.

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The key to mastering any kind of sales is switching statements about you, how great you are, and what you do, to statements about them, and how great they are, and how they will produce more and profit more from ownership of your product or service.

HERE’S THE SECRET: Take the word “we” and delete it. Delete it from your slides, your literature, and ESPECIALLY from your sales presentation. You can use “I” but you can’t use “we.”

HERE’S THE POWER: When you stop using “we,” you have to substitute it for the word “you” or “they” and say things in terms of the customer. How they win, how they benefit, how they produce, how they profit, how they will be served, and how they have piece of mind.

“We” is for selling.  “You” is for buying.

MANDATE FOR UNDERSTANDING: Go through your entire presentation and  record it. Listen to it actively — which means take notes. Count the amount of times you use the word “we.” Take out the “we,” and begin to make value statements instead of selling statements.

Here’s the reality in plain English:

1. The buyer, the prospect, and the customer expects you to have knowledge of their stuff, not just your stuff. To transfer that knowledge, the prospect needs to understand and agree with your ideas, feel your passion, feel your belief, and feel your sincerity beyond the hype of your sales pitch.

2. You have to know their industry, not just your product.

3. You have to know their business, not just your product.

4. You have to know what’s new and what’s next, not just your product.

5. You have to know the current trends, not just your product.

6. You have to know their marketing, not just your product.

7. You have to know their productivity, not just your product.

7.5 You have to know their profit, not just your product.

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