Everyone sells something at one time or another. Be they products, services, ideas, secrets, guilt or innocence, we all sell something sometime in our lives. At the core of EVERY sale is one common element; you are convincing someone to believe in your version of the truth. Arthur Shopenhauer, 19th century philosopher coined "the three stages to a truth"; Ridicule, Objection, and then Apparently Obvious. The key to reaching the Apparently Obvious stage (making the sale), is knowing AND accepting where you are starting from.
Webster defines "ridicule" as "to deride, make fun of". In other words, your version of the truth is dismissed with the consideration King Henry VIII dismissed wives. This is the longest lasting stage and can take the form of a short email from the prospect saying "no interest at this time, but we'll keep you in mind", or "that's really handled by someone else in our organization, but thanks for calling". In other words, you have no chance with THAT person. If you can't go through them, then you have no other choice but to go around or above them until you find someone who has a vested interest in the truth you're trying to share. Once you've found that person (or worn down the one who keeps dismissing you) you've now entered the most important stage; Objection.
In order to thoughtfully object to your version of the truth, your prospect has to listen to you and have an alternate version. When you get to this stage be careful of your pace. Your prospect has already indicated a willingness to consider your truth, but if you try and rush the process, you may push them back to the Ridicule stage and lose them forever. If they want to move fast, then move at their pace, but do not confuse courtesy with commitment or enrollment! (See Don't Confuse Courtesy with Commitment for more on this topic). If your pace and your process are well executed, then the next stage should come naturally and not as an epiphany.
Apparently Obvious is the position your prospect takes within their own company after they have bought into your version of the truth (they bought your product). They will use all of the promises and collateral you've provided to convince others of your version of the truth. Now, all you need to do is make sure to keep the promises you made and your truth will become Apparently Obvious to everyone else.
The three stages of a truth should be viewed as basic sales doctrine. If you understand and apply it you will stack the odds in your favor. Agree? Disagree? Something in between? Let me here from you.
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