Hey Friend,

Last week my wife and I went car shopping to replace her totaled suburban.

We were looking at a bunch of different vehicles and we had found one we had some interest in.

As I was texting the seller to schedule an appointment to come and see it, the last question I asked was...

'Are you guys pretty firm on the price?'

To which he responded...

'Yeah, we have 2 kids getting married this year, so we really need to get as much as we can for the car.'

Now, I can understand wanting to get as much as you can for what you're selling but I gotta tell ya Friend , when I heard that response I thought to myself...

'What the heck does your kid's marriage have anything to do with the value of the vehicle.'

And here's the silly sales mistake that was made...

Instead of building the value up in my mind and helping me see why it was worth the price he was asking...

He told me what he needed, instead.

The thing we all have to remember in sales is that what we need, never has anything at all to do with why our prospect would see value in buying from us.

Earl Nightingale said 'Sales is the highest paid profession in the world, if you're good it it.'

Another little side note to this story is that when I called this guy, I found out they had a loan on the car and I was driving down there with a few envelopes full of cash to buy it outright.

The guy selling the car told me he was a mechanical engineer.

I couldn't help but be a bit surprised that somehow I had more cash in my pockets from working a little part time business from home, than this full time mechanical engineer.

I guess ol' Earl was right.

Anyway Friend, if you can learn and remember to always be benefit driven in all of your communication - focusing 100% on the prospect and what THEY want...

This will serve you greatly in having TONS of success in sales.

Thanks for reading and I hope you have an awesome day!

Paul