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WHAT IS YOUR FLOWERING CHERRY TREE?
There is a story about a real estate agent who takes a couple to show them a house. The house is not in particularly great shape, but as they pull up in front of the house, the woman looks past the house, and in the backyard, there is a beautiful, flowering cherry tree.
She immediately says, “Oh, Charlie, look at that beautiful flowering cherry tree! There was a flowering cherry tree in my backyard when I was a little girl. I’ve always wanted to live in a house with a flowering cherry tree.”
They all get out of the car to look into the house. But the real estate agent has taken note of what the woman said.
Charlie looks at the house critically. The first thing he says is, “It looks like we are going to have to recarpet this house.”
The real estate agent replied, “Yes, definitely that’s true. But from here, just look, you can see out through the dinning room, and you are looking right at that beautiful, flowering cherry tree.”
The woman immediately looks out the back window at the flowering cherry tree and smiles. The real estate agent knows that the woman is the primary decision maker when it comes to buying a house. So he focuses on her.
They go into the kitchen and Charlie says, “This kitchen is a bit small, and the plumbing looks old.”
The real estate agent says, “Yes, that’s true. But when you look through this window while you are preparing dinner, you can see that beautiful flowering cherry tree in the backyard.”
Next they go upstairs to see the rest of the house. Charlie says, “These bedrooms are too small, and besides, the wallpaper is old-fashioned, and the rooms all have to be repainted.”
The real estate agent says, “Yes, but notice that from the master bedroom, you have that beautiful view of the flowering cherry tree.”
By the end of the walk through the house, the woman is so excited about the flowering cherry tree that she can’t see anything else. The buying decision is made. They buy the house because the real estate agent has identified the hot button which is the flowering cherry tree.
In every product, service or opportunity that you sell, there is a ‘flowering cherry tree.’
In your business opportunity, there is something in your product or service that the prospect really wants to enjoy. This is the feelings attached to the benefit that the prospect really wants to have.
YOU NEED TO FIRE UP
To truly get people’s attention, you have to fire up because PEOPLE buy FEELINGS.
People want your product, or service, or business opportunity not just for what it can give them (benefits) but for how it makes them feel.
You need to talk about the experience and feelings that they want! We are all completely motivated by our feelings.
Take for instance, you met a prospect and said to him, “My product can help you lose weight.” Of course yes, that’s good but that’s too basic, I will call it, “A BASIC BENEFITS”
Why not use this instead, “My product can make you feel excited about summer, because you will be in such great shape, you will feel totally confident and sexy in your bikini.”
Or, instead of telling your prospects that, “My business opportunity can help you make more money.” Why not use this instead, “My business opportunity can help you sleep better at night… and you feel much more secure that you will have enough money to retire comfortably.”
Or if you are talking to housewives, use this, “This business can make you stay longer at home, make money, play more with your children and you don’t have to worry about bills.”
People don’t buy into benefits but how your opportunity will make them feel.
How do you find out what it is that a prospect want in your opportunity or product? You find out by questioning and listening.
Simply ask, “Prospect A, if you ever buy this product, at any point in time probably in the future, what would cause you to do it at that time?” Then remain completely silent.
When you ask this question, based on my experience, the prospect may say, “Anyway, if I will ever buy this product, I would have to be convinced of (the feelings attached to the benefit).” Like a Freudian slip, it will often fall out of the prospect’s mouth. Your duty is to then, assure the prospect that he will definitely get that benefit if he buys from you.
Do you know your flowering cherry tree?
P.S: Want me to help you personally? If yes, you can get my helpful free eBooks on how to effectively prospect as a Pro. To get more click here: m.me/naijaNMPro
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