Imagine you’re suspected of committing a crime.
Worse, you might end up in jail.
You need a lawyer. Right now. You have a shortlist of three, from which you’ll choose the best one.
You ask them to quickly explain why you should choose them. The three answer:
- I’m a brilliant lawyer
- I represent my clients brilliantly
- I can keep you out of jail
#3’s best, yes? After all, #1 and #2 said how good they were; #3 said she’d help us achieve our priority!
Another example: you want to lose weight. You ask three personal trainers for their mini sales pitch. They say:
- I’m a brilliant personal trainer
- I deliver brilliant personal training sessions
- I can help you lose weight – quickly and safely
#3 again, yes?
These two examples show the three ways people describe their jobs:
- I AM (job title)
- I DO (deliverables)
- I CAUSE (AFTERs – why people are better-off AFTER you’ve done your job)
But here’s a weird thing:
- When we’re buying from others, we want to hear #3 – the AFTERs – no jail time, lose weight etc.
- But when we’re selling ourselves to others, we talk too much about #1 and #2
So if you want to help more people buy into – and buy from – you, lead with their AFTERs.
And it’s easy to do. Simply…
Action Point
- …List all the types of people you interact with – customers, colleagues, bosses, your team, investors, etc.
- For each, identify why they perceive they’re better off AFTER you
- Focus everything on these AFTERs
- To ensure you become an AFTERs Ninja, click here…