David Molina argues that prospects don't buy because of testimonials or case studies. They buy because they want permission, someone who believes in them, and accountability. A client who couldn't decide immediately bought after Molina simply said "option B."
people don't buy for the reasons they think they buy. Like people tell you, yeah, they bought your stuff because of all the proof and the testimonials. That's bullshit. Like people don't buy because of that, right? People join for different reasons. Like some people just need permission. Some people have daddy issues and they just want somebody to believe in. And some people just need somebody to hold them accountable. Like people join for different reasons. And the portal and the trainings is not in the top 5. I had a call last week, I think, with this dude. He was like, I don't know what to do, but I think I'm gonna need to leave Cashier or something. Okay, well, what do you wanna do? He's like, I'm torn between two directions. What do you think? And like he talked for the entire call and at the last 5 minutes I go, option B. Like, you know what? That's exactly what I needed. Where can I buy more calls with you? So that's all it takes, man. So people buy for so many different reasons.
