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Legend Point: REMEMBER: HOPE ALL BY ITSELF IS A LIFE-CHANGING FORCE…an END in ITSELF.
ALWAYS remember that it isn’t just the acquisition of the state of mind or thing….HOPE itself can be an END.
So as a salesperson or marketer, there are really TWO THINGS you are selling.
First, you are selling a product or service. Second you are selling the feeling of hope or hopefulness.
HOPE causes people to feel better. To feel positive, to be more motivated. To be driven. It can be an end in itself.
In fact, your selling someone Grecian Formula which they HOPE will make them more attractive or younger looking is worth a lot more to that person than the $20 for the GF. The fact is that hope or hopefulness ITSELF CAUSES the person to be happier and healthier AND more likely to achieve goals they have set!
A LOT is wrapped up in hope. It’s worth a lot more than $20….
So…. sometimes the product or service IS “the” hope.
For example, if you are “on” a weight loss program, the program is hope itself that you will lose weight. (The program isn’t the end result, it’s the driver, the motivator, the car that takes you on the journey that causes you to feel like you can do it, or at LEAST see the possibility that you can do it!)
Messing with Hope
Broadly speaking there are two ways your customer will filter new messages that somehow relate to your message of hope.
If the message you present conflicts with their present path, product or service (and it is preferred or liked by the customer), their feelings about it… your message will be responded to with critical thinking. It will be carefully scrutinized….On the other hand, if it resonates with them on some level, most of the critical faculties are recessed and your message is given little critical thinking.
Additionally if what you communicate to someone about their own desired self image (who they want to be) is negative, it will be mostly ignored….or swatted away…. Communication that resonates with who they want to be, on the other hand will be quickly accepted.
Now here is another thing they didn’t teach you in selling 101 (or graduate school).
Legend Point: According to deMello and MacInnis, “Sustaining hope may sometimes be possible ONLY when consumers engage in ‘motivated reasoning.'”
Motivated reasoning is biased thinking that we all use everyday. Short cut thinking. We don’t want to have to critically assess everything we hear so we find things that support what we believe and disregard the rest. Essentially, you never “hear it.” (anything that is not consistent with your beliefs)
AND motivated reasoning goes past that. It is goal oriented. The consumer must CONSTANTLY be seeing the goal (the car, the house, the girl, the job, the new plasma TV) as attainable…possible. THAT is what SUSTAINS HOPE.
This is a core factor in why people say “no” when you come back the next day. The message you brought them the previous day is long forgotten and the status quo becomes eminently simple. Your message was hopeful….but not hopeful ENOUGH.
Next time, I’ll show you how to make that first message “hopeful enough,” and introduce you to the one factor that you can “give people,” that will change how they feel about you and your products or services….forever!
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