Open the book and this is how it starts …
When the other person answers the phone (or opens the door) for the first time, you just lit a fuse. In :30 seconds from right now, the bomb is either going to blow up—or you’re going to diffuse it—and this book lays out the framework for how to diffuse it every single time.
It doesn’t mean you’ll automatically close the deal, but if that bomb blows up? It doesn’t matter how much of an expert you actually are, you’re done!
So you have to realize that by the time your potential clients reach the demo part of your sales process, they already instinctively have either a good feeling—or a bad feeling—about whether or not they’re going to do business with you.
This instinctive feeling is based on how the opening of the Initial Interaction went because in less than :30 seconds, you can almost always tell if the person you’re speaking with can actually help you or not.
This (good or bad) instinctive feeling will be set regardless of how much knowledge you actually have or even how good the information you present in the proposal is, so let me ask:
What do you think will happen when you know how to purposefully set it in your favor pretty much every time you speak with someone new?