Selection: Anxieties: What worries do your prospects have? They’ll bring a set of specific questions that you’ll need to answer. They won’t be vague like “trust” or “quality”; they’ll be ultra-specific, like “do they have many gluten-free options?” Inertia: What’s holding them back? Even after they decide, prospects may need to overcome additional

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Here’s a useful set of questions you should answer before we proceed:

What do your prospects NEED TO BELIEVE in order for them to take the actions you need them to take to buy?

What do they need to REALIZE? (The AHA moments.)

What do they need to AGREE to in ADVANCE?

What do you NEED TO SAY in order for them to be PRE-sold on what you will offer in the... See more

The current state is made up of five critical elements that help construct your understanding of your customers’ world in a way that will help you help them manage the change they are about to experience: the literal and physical facts about your customer their problems the impact of those problems the root causes of the problems what effect those

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