Beckwith has mastered what I stumble with every day. He tells stories that illuminate.
He does it in plain language that everyone can grasp and apply to their business.
In his most recent newsletter, Harry Beckwith's Invisible Ink (subscribe here) Harry talks about his fascination with what motivates people.
He goes on to say that he's come to 40 conclusions surround this question. I thought I'd share some of them with you. And maybe if you like them, I'll share a few more tomorrow.
- Your biggest competitor is not a competitor; it's your prospect's indifference.
- Your second-biggest competitor is not a competitor; it's your prospect's distrust.
- Your biggest obstacle is whatever stereotype your prospect has formed about you and your industry.
- Prospects decide in the first five seconds.
- Prospects don't try to make the best choice. They try to make the most comfortable choice.
- At heart, every prospect is risk-averse, and risks are always more vivid than rewards.
- Beware of what you think you know or have experienced; memories fail people constantly.
- For the same reason, beware of what others say they know or have experienced.
So what do you think? Ring true for you? Had you forgotten some of these truths?