You sell dreams.

You don’t sell consulting services. You don’t sell cars. You don’t sell training. You don’t sell furniture. You don’t sell houses.

You sell the dream, the idea, the future. You’re selling the picture of the future your prospect has of him having benefited from what you sell. You sell the pot of gold that’s on the other side of the rainbow.

You sell the pot of gold that’s on the other side of the rainbow.

• Your customer isn’t buying hourly sessions of your business consulting; he’s buying the person he believes he will be once he has a successful business.
  
• Your customer isn’t buying a car; he’s buying the person he believes he will be while driving the new car.
  
• Your customer isn’t buying personal training; he’s buying the person he believes he will be once he is fit.
  
• Your customer isn’t buying furniture; he’s buying the person he believes he will be when resting on his new sectional.
  
• Your customer isn’t buying a house; he’s buying the person he believes he will be once he owns the new house.
  

In your sales process, you need to ask a question that will help your prospect see into the future to describe the person he believes he will be after he is benefiting from the purchase.

If you sell business consulting, you may ask your client:

Close your eyes, and imagine a day in the future when your business is booming. Describe your day. From when your alarm goes off in the morning to when you return to bed that night. What do you do all day?

If you sell personal training, you may ask your client:

Close your eyes, and picture yourself fit. Describe your day. How is your life different? What experiences does the fit you have that you don’t have right now? Go on. What else? What else? What else?

People have different reasons to get fit and are unlikely to be transparent with you the first time you ask. They may say they want to be healthy, but you will need to dig in more to uncover what that means to this person. For example, do they want to walk up stairs without breathing heavily? Do they want to have pecs? The answer at the end of your questions will reveal that your prospect wants to be more attractive, whether to themselves or others.

If you sell furniture, you may ask your client:

Close your eyes and picture this sectional in your space. How will you be using it? How will your life change once you have this in your home?

If you sell houses, you may ask your client:

Close your eyes and picture your family living here. What will be different about your life? From the moment you get up in your new bedroom to when you tuck yourself in that night. Describe how you will feel here.

What is your Pot Of Gold?

If you’re struggling with what questions you would ask your prospects, you must do the same process yourself.

Because we are too ingrained in what we sell, we often concentrate on the product or service itself and forget to sell the result.

Always dig deeper.

Your prospect has given you a chance to present to them because somewhere in their brain is their image at the end of the rainbow. Uncover your prospect’s particular pot of gold, and you will be that much closer to reaching your pot of gold, which is the reason you do what you do.

What is the reason you sell what you sell? To help your customers? What does that do for you? What else? What else? What else?

What is your pot of gold?