A Little-Known Secret of Master Closers

Accordingly to Gary Bencivenga, it's this simple question:

What are we really selling?

"For example:

You are not selling grass seed. You are selling a greener lawn.

You are not selling boilers and BTUs. You are selling warmer, cozier winter nights at a 27% fuel savings.

You are not selling baseball tickets. You are selling memories of sunny afternoons that a father and his children will cherish forever.

Back in 1781, Samuel Johnson understood this well. When he was appointed to auction off the Henry Thrale brewery, he announced, "We are not here to sell a parcel of boilers and vats, but the potentiality of growing rich beyond the dreams of avarice."

Perhaps lipstick king Charles Revson said it best: "In the factory we make cosmetics. In the store we sell hope."

You get the idea."

Beautiful, isn't it? It's from Gary Bencivenga's Bullets.

http://start-successful-business-online-in-48-hours.com/blog/2004/10/little-known-secret-of-master-closers.html

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