Ryan Deiss explains how to match your sales pitch to the customer's problem. Use urgent, energetic language when someone's in crisis, like a broken bone or house fire. Calm your tone down once they're moving toward the solution.
If you're in the business of selling transformation, so somebody is in a less desirable before state, they have a problem that needs to be solved, then the way that you speak to that person is you speak to them as though they're somebody who has a problem that needs to be solved. And so then it's okay to be a little bit more abrupt, right? It's okay. I mean, if you walked up to somebody and there was like, you know, like, it was clear that their arm had, like, was going in the wrong direction, like they had a broken bone, you'd walk up to them with a sense of urgency and. And you might use hypey language, like, oh, my gosh, are you okay? We need to get you to emergency room right now. You have elevated tone, elevated pacing, because again, this person has a problem, and you want to meet them where they are in that moment. Now, that sounds really hypey. If somebody comes up to you and you're totally fine. If you know your house is on fire and you don't know it and somebody is banging on your door to let you know your house is on fire, that elevated speech, that quote unquote hype, is completely appropriate because it aligns with the problem being solved.
