A sales coach breaks down three beliefs a prospect needs before they'll buy: that the outcome is possible, that it applies to them, and that it will actually happen for them. Without all three, the sale dies.
Chapters
The most important thing you must do when you're presenting an offer to anyone is you must have them believe that your way is the fastest path and the best chance for them to get what they want, most of the problem they have. And the way to do that is to first of all have them believe number one, it's possible. The second, believe that it's possible for them. I believe that there is probable, but after that they must believe that it is going to happen for them. And when you go through those stages of a lead, then you can sell anything to anyone because it's being done for their reasons and not yours.