63. The Law of Persuasion
The purpose of the selling process is to convince customers that they will be better off with the product than they would be with the money necessary to buy the product.
When you make sales presentations, you are asking customers to engage in a trade. You are telling customers that if they give you their money, you will give them a product or service in return that will be of greater value to them than the money they pay. In addition, it will be of greater value than anything else that they could buy with that same amount of money at the same time.
Remember the Law of the Excluded Alternative (Every choice implies a rejection). When you ask customers to buy from you and to give you a part of their limited amount of ...
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