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442 Do It! Selling by David Newman

The Marketing Book Podcast

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How to Sell the Destination, Not the Transportation

Douglas Rushkoff: One way to surface the buyer's hidden motivations, urgency is or buying triggers is to use go negative questions. He says if you ask these questions in a flippant way, you really sound like a jerk.rushkoff: Your come from needs to be genuinely curious so that it gets your prospect in a frenzy.Rushkoff: People should sell the destination, not the transportation. You want the prospect to say, Oh my gosh! We have to fix this now. And we have to start fixing it soon.

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