It is impossible to underestimate how little prospects care

17 May 2026

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Prospects are focused on themselves. It’s human nature.

1. They care about themselves
2. They don’t care about us
3. They care even less about what we want to show them

So when we speak to prospects, what should we talk about?

We have two choices.

Choice 1: Talk about us, our services and everything we offer… while the prospect quietly switches off.

Choice 2: Talk about the prospect and their challenges.

Which one works better?

Most amateurs choose option one. They talk about how great they are, their brand, their company, their systems, and then finish off with a presentation that sends the prospect to sleep.

Professionals choose option two. They focus on the prospect and what matters to them.

If you’re thinking, “But what about my presentation?”

There is no rule that says we have to overwhelm good prospects with information they didn’t ask for.

Instead, get prospects talking about themselves. Understand their situation. Then let them decide if they want to solve the problem.

That’s it.

Save the presentations and videos for later, once they’ve already decided to move forward.

Story tip

Have you ever casually sent a presentation or company video to a friend?

Probably not.

Have you ever shared a good story?

Of course.

Stories work because they don’t feel like a pitch. They engage, they connect, and they are easy to pass on.

Telling good stories is a skill.

Think of two golfers. Same clubs, same course, completely different scores.

What’s the difference?

Skill.

Here’s a simple way to start:

“I’ve got a good story for you, here’s the short version…”

Now you have their attention.

“I want to think it over”

Instead of resisting this response, guide the decision.

You might say:

“You can decide to start today, or decide not to start today and keep things as they are.”

Either way, it’s a decision.​

Humour

• I once did such a good presentation… the prospect nearly fell asleep twice.
• I used to talk for 20 minutes straight… now I pause after 20 seconds and get better results. Strange.
• “I’ll think about it” is one of the most popular hobbies in business.
• I asked a prospect if they had any questions… they said, “Only one… is this nearly over?”

Until the next time, if you have friends who would like to get these newsletters, please send this link:

http://www.berniedesouza.com/coaching/professionals.aspx

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