The emotional resilience and personal growth necessary for founders, emphasizing forgiveness as a vital strength in the entrepreneurial journey.
The emotional resilience and personal growth necessary for founders, emphasizing forgiveness as a vital strength in the entrepreneurial journey.
This is worth a million dollars to you over the course [music] of your career. This one piece of advice is people don't care what your product is. [music] They don't care about you. They don't care about your company. They don't care about the background of your company. They don't even care what the product [music] is. People don't care. The only thing they care about is what this product or [music] service does for me. What do I get? What's in it for me? And what they want is they want a change in their life. They want an improvement in their life, [music] a result, a benefit, or highest of all is a transformation. They want to be transformed. 15% of buying behavior is determined by the past. [music] 85% of buying behavior is determined by the anticipated [music] future. What is going to happen as a result of me buying? So, as we say, if you are selling a tour >> [music] >>
to the Canary Islands, spend 90% of your time talking about [music] the destination and only 10% talking about the plane that you fly to the Canary Islands in. Most sales people spend 90% of their time talking about the plane [music] and only 10% of the time talking about the destination. Imagine if you went to a travel agent, you said, "I want to take a vacation to the Canary Islands." And they said, "Let me show you how this plane works." And they take out a diagram of the airplane you're going to fly on. And and [music] how you walk up the ramp or and where you sit and the food they serve and the movie. You think, "I don't want to hear about this. I just want to know about the islands and the palm [music] trees and the ocean and the warm water and and so on." So, talk 90% about the change [music] that will take place in the customer's life. Customers only buy improvement. [music] The
reason they buy is that they feel that the quality and quantity of the improvement will be greater than the cost and the trouble [music] of using it or learning how to use