Let's take a look at how we think about prospects and what they are in reality.

First and foremost, they are people, human beings with similar emotions.

We all have wants and needs, even if we don't think of them that way.

The majority of folks that come in to buy work quite hard for their money.

Though we are aware of this, we frequently forget. This is because we are professionals whose time is valuable, and every day we see a large number of people who show up with no intention of doing anything but wasting our time.

That is the true issue. That is why we consider a potential customer as an enemy.

You must recognize, though, that when someone comes in to buy, they are interested in what you have to offer. Those who are interested enough to become buyers.
However, people are hesitant to part up their hard-earned cash. They're afraid of you, too, because they think you’re out to get them, and you think they're just there to waste your time. But if you stop there, you're in big trouble.
Because they will continue to be hostile, and you will as well. And if there is distrust, the odds of making a sale are little to none.

They're at war with you, and you're at war with them as well, whether you recognize it or not.
This is not to argue that this is a positive attitude, but it is a common occurrence. However, it is a fact that you can deal with and utilize to everyone's benefit.

Because if you know what's going on in that prospect's mind, you'll be able to help them,

win the conflict and turn it into a learning experience for you and your prospect.

You can accomplish this by overcoming your prospect's initial fear, making a transaction, or securing a victory.

Without a doubt, that is the ideal kind of war: one in which everyone wins and no one loses.
So, the next time you're confronted with a prospect, examine your own feelings. Try to figure out how you feel about him.
You can't sell a fearful person unless they get over their need to hide from you. As a result, begin each meeting with that thought in mind. You're in the middle of a war—with your prospects, as well as your own emotions

Keep in mind who you are, and

who the customer is

Keep in mind why you're both there: to make a deal.

It's beneficial to both of you.

You can't sell to an adversary; you can only sell to another person



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