It’s the strangest thing, but every prospect who ever walked into one of my karate studios had a bubble over his head, just like you see in comic strips when people are dreaming of something. My job was to find out what was in that bubble. Here’s the problem. When I first meet someone, I can’t see what’s on the inside of the bubble on account of the fog! I know what is in there though—it’s the alter ego of the person right under the bubble!
The big question is how does the young man who just walked into my studio see himself in that bubble. Is he Bruce Lee, Chuck Norris, or Jean Claude van Damme throwing bad guys out of ten-story windows? If it’s a child, the person in the bubble might be the Karate Kid, a Ninja Turtle, or a Mighty Morphin Power Ranger. The child’s parents also have bubbles above their heads filled possibly with A’s on a report card or a vision of little Erica taking out the trash and cleaning up her room.
When prospects walk into a karate school, they already have preconceived notions of how the end result of taking lessons will benefit them in their daily lives. The 13-year-old boy anticipates a transition from being weak and fearful to being strong and confident. The woman in her thirties sees herself no longer as twenty pounds overweight but as a lean and mean athletic machine. The parent sees that no one will ever kick sand in their child’s face again; he will be brimming with self-esteem.
Regardless of your business, it is up to you to find out exactly what’s in each prospect’s bubble. Only then will you be able to convey to the prospect just how he can metamorphose into that vision of himself by buying your product or service. In short, get the prospect to paint a vivid, colorful, exciting picture in the bubble. Use all your power to enhance the picture and, whatever else you do, avoid jumping right in there with a pin and bursting the bubble!
Don’t burst the prospect’s bubble; find out what image it holds and tailor your presentation to paint that picture!
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