First, picture an apple.

Easy to do.

Why?

“Because you’ve experienced apples with your senses,” Erik Peterson and Tim Riesterer write in their powerful book Conversations That Win the Complex Sale.

“You’ve probably done some combination of touching, tasting, seeing, and smelling an apple,” Erik and Tim note.

“You’ve even heard the crunching sound that an apple makes when you bite into it.”

An apple is concrete because you’ve … continue reading

1: The salesperson rips a piece of paper out of a notebook.

The piece of paper is the prop, Erik Peterson and Tim Riesterer write in their powerful book, Conversations That Win the Complex Sale.

The sales rep says: “Imagine that this piece of paper represents all the information that your salespeople need to communicate to their prospects about your company.

“The question is, how much of that information … continue reading

1: Two-thirds of the housekeepers in Stanford Professor Alia Crum’s study believed they weren’t exercising regularly.

One-third said they got no exercise at all.

“Their bodies reflected this perception,”  Kelly McGonigal notes in The Upside of Stress.  “The average housekeeper’s blood pressure, waist-to-hip ratio, and body weight were exactly what you’d expect to find if they were truly sedentary.”

Their perception was their reality.

Which is different from … continue reading

1: What is the effect of showing smokers graphic warnings on cigarette packs?

When doctors are asked this question, “In general, they believe that the images will decrease smokers’ desire for a cigarette and motivate them to quit,” writes Kelly McGonigal in her terrific book The Upside of Stress.

Actually, studies show the warnings have the opposite effect.

“The most threatening images (say, a lung cancer patient dying in … continue reading

1: On July 2nd, 1776, the Second Continental Congress voted unanimously to declare independence from Britain.

“That these United Colonies are, and of a right ought to be, free and independent states, that they are absolved from all allegiance to the British Crown, and that all political connection between them and the state of Great Britain is, and ought to be, totally dissolved,” so read the motion.

But “there was … continue reading

1: “Picture a room with about 10 people from Ford sitting around a table,” Erik Peterson and Tim Riesterer write in their book Conversations That Win the Complex Sale.

In front of the room, a salesperson stands with two flip charts.

“After several months of unsuccessfully trying to sell a laser device to Ford’s plant managers, this salesperson knew that she needed to change her approach,” Erik and Tim … continue reading

1: Sure. Not getting and keeping your prospect’s attention is a deal killer.

But there’s something worse.

Denial.

“Your prospect’s denial that they have a problem that needs solving in the first place,” Erik Peterson and Tim Riesterer write in their book Conversations That Win the Complex Sale.

“All other challenges pale in comparison to this one,” the authors say.

When you are able to solve a problem the … continue reading

1: “Imagine that you are a prospect,” Erik Peterson and Tim Riesterer write in their powerful book Conversations That Win the Complex Sale.

Now, perhaps you are not a software engineer in real life, but play along.

You are on a Zoom call.  The face of a software salesperson fills your computer screen.

She says, “What if you never had to teach another programmer another programming language?”

(Pause)

“And, … continue reading

1: “Every Saturday, a siren goes off in Tim’s quiet suburban community, signaling that it is noontime. No one gives it much attention around town,” Erik Peterson and Tim Riesterer write in their terrific book Conversations That Win the Complex Sale.

It’s just the “noon whistle,” people say.

But the same siren is also used to signal a severe weather emergency.

“As a result,” the authors note, “the same … continue reading

1: The competition isn’t always the competition.

The real competition is often the status quo. Or, doing nothing.

“When you’re facing any kind of decision that’s a bit complex, you’ll put off making that decision until you’re sure which choice is the best,” Erik Peterson and Tim Riesterer write in their powerful book Conversations That Win the Complex Sale.

“Unsure about where they should invest their money, time, and … continue reading