A Simple Change in Focus Will Get You (a LOT) More Sales


A couple of weeks ago I told you that I had finally decided – after decades of being on the chubby side – that I want to get in better physical shape.  Midlife crisis stuff…

Well, I decided to join a gym and get some personal training, which I’ve never done before.

(I had my first session this morning, by the way… and I’m in pain!)

Anyway, there are two gyms in my town that have a good reputation, and I set up an appointment with both of them to have a look.

I ended up selecting the second one I visited because they gave me such a better feeling than the first one.

I only realized what they did by looking back and figuring out what it was they talked about during my visit… and it turns out to be brilliant!

You see, when I visited the first gym they talked about the regimen that they would design for me, what specific workouts they would have me doing, how many reps and sets of the different exercises, and so forth.

So far so good…

At the second gym, though, they spent almost the entire time talking about how much better I was going to feel after I’d been working with them for a few weeks, how much more energy I’d have, how my mental focus would improve…

In other words, they helped me picture the outcome… not the process.

One of the painting contractors I work with likes to say, “Don’t tell me about the labor pains… just show me the baby.”

Although I teach contractors to educate prospects about their building process in order to differentiate themselves from their competitors, the focus of your presentation needs to be on the end result.

Stop talking about the date they’re going to sign your agreement and start talking about the date that they’re going to have their new kitchen or bath or addition and are enjoying the benefits.

Categories: Sales Growth, Successful Contractor Sales Methods
Written by Bernie Heer

Bernie is the creator of the Construction Profit Zone System.
You can follow him at Google+

  • goodwill267

    Great advice. We sometimes forget this. Thanks Bernie

  • Kyle Hunt

    Really great post Bernie! Love the analogy. P.S. Good luck with the workouts!

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