You can have the most remarkable product, but people are programmed to rationalize why what they have right now is the right thing to have, even if they are irrational about it.
That’s why it’s so important to start with the pain point.
What in their story do they dislike? It’s okay to point out that bottled beer is more expensive in trades because of the weight and that they are better off trading canned beer instead.
Once you’re on the same page of what the pain point is, trust develops.
From there, your solution speaks for itself.
Stay Positive & One More Reason To Listen, Not Shout
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Garth Beyer is a Certified Cicerone®, Senior Content Specialist at Encompass Technologies, owner of Garth's Brew Bar and a Madison-based freelance writer.
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