#5. Present Evidence that You Can Make the Story Come True

Now it’s time to demonstrate how the change you’ve mentioned from Step #1 will create winners and losers.

To do this, you have to show that:

• Adapting to the change will result in the prospect being a winner - e.g. long-term growth and success

Keep resisting the urge to start talking about the details of your service.

Instead, present a high-level vision of the successful end state that your service will help the prospect achieve - e.g. ‘The Promised Land’.

The Promised Land should be highly desirable and a...

Don’t start by talking about anything to do with you or your business.

Instead, name the undeniable shift in the world that creates both (a) a huge opportunity and (b) an incredible sense of urgency for your prospect. 

Now you’ve instantly got them intrigued.

Now, it’s finally time to introduce your product or service.

When you introduce your product or service, position its capabilities as a set of “magic gifts” that will help your prospect reach The Promised Land.

Make it clear that it will be very difficult - maybe even...