After the “Yes”
you, recognize what they like and don’t like about your product, and grasp what their personal needs are, you will develop a bond with them that transcends the transaction. And once again this builds a long-tail customer rather than a one-time transaction.
NO MORE ASSUMING Another huge mistake you can make after the yes is assum- ing you know what people are thinking or feeling. We do that in our personal lives as well as in business, and it can cost you money as well as create unwarranted stress. Let me share a story that had a huge impact on me and helped me learn this lesson of not pretending you know what another person is thinking but making the effort to actually know. My first book, Totally Fulfilled , hit the New York Times bestseller list in 2006, and the following year I wrote Be a Real Estate Millionaire . However, this time I did something different in the way I promoted that book. It was sold in bookstores and other retail outlets like Totally Ful- filled , but I also did an infomercial selling it directly to consum- ers. It became a massive hit; my biggest book sales to date. In fact, that first show ran every single day all across America for almost 18 months. We were all over TV selling thousands and thousands of copies of Be a Real Estate Millionaire weekly. But it almost never happened because I assumed I knew what a key team member was thinking. I made a deal to have someone interview me on camera. He was great at it and came highly recommended. At the time I had already been on TV for seven or so years with infomercials. But this was the first time I was going to do a sit-down Larry King– type interview. Watching Larry King interview Joel Osteen one night gave me the idea to do that type of show. I knew that if Larry King had said, “Love Joel or not, if you want his brand- new book, call the number below and get it at a discount right now,” it would have been a massive hit! It became all I could think about. So I was ready to replicate that type of show with
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