14

The Customer’s MissionFuture Promise

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.

—PETER DRUCKER

THE BIG IDEA

The most effective sales presentation offers an emotion-based Future Promise as a solution to an emotion-based Current Dissatisfaction.

DEFINING THE FUTURE PROMISE

If prospects are to become owners, they must deal with their own internal issues in order to overcome their discomfort. We’ve just discussed the Current Dissatisfaction (CD), the motivating force that gets a potential customer off the sofa and into active shopping mode. As I have suggested, the CD is what the prospect is moving from; now let’s talk about what that prospect is moving to.

It is important ...

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