How do I know what to say?

The purpose of business is to solve other people’s problems. So, the question should be, “How do I know what problem my prospect has?”

Answer: By listening. That is why the “talkers” have trouble building a business. How can we know what problems people have if we are doing all the talking?

Shy people? Great listeners. Awesome at finding out prospects’ problems.

Insane logic.

  • Single friends give us marriage advice.
  • Broke friends give us financial advice.
  • Employees give us business advice.
  • Friends who are overweight give us dieting advice.

Maybe we should change where we get our advice.

New prospects? What do they do? They follow their habits for advice.

  1. If they want to know about a movie, they ask their friends what they thought of the movie.
  2. If they want to try a new restaurant, they ask their friends what they thought of the experience.
  3. So naturally, when they want to know about our business, they ask their friends. Unfortunately, their friends have no idea. Their friends never had a business. They never took risks. And they were programmed to be careful and just accept what they have.

We need to caution our prospects about where they go for their advice. Their future is at stake.


Martin Luther King said, “I have a dream.” He didn’t say, “I have a great opportunity.” And he didn’t say, “I have a great presentation.”

Think about it. Most people want a better life. They want to follow someone with a dream. So, before we start pitching our business, maybe we can tell our prospects our dream.

If our prospects want our dream, the rest of the presentation will be easy.



  • Depresso - the feeling you get when you've run out of coffee.
  • What do you call a pony with a sore throat? A little hoarse.
  • What do you call an alligator wearing a vest? An investigator.





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