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    How To Write Kick-Ass, Profit Pulling Adverts For Your Business...
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    Bob---"Well, it's just a real pain in the butt, and I am tired of having to deal with it."
    You---"I see Bob. Well, our system is designed to alleviat
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    It's Smart to Play Dumb. So what do I mean by playing dumb? First of all, as we have discussed on many occasions, the key to successful selling is successful questioning. However, on many occasions, once we have asked a question and it has been answered, we tend to take the answer at face value. We should always ask follow up questions regarding any answer we get. There's always more to the story than what we get with our first answer. And almost undoubtedly, that is where the emotion is. AND your prospect tells you his problems rather than you pointing them out.

    Let me give you an example. Let's say you sell payroll solutions:

    You---"So Bob, what is the greatest issue that you face with your payroll today?"
    Bob---"Well, it's just a real pain in the butt, and I am tired of having to deal with it."
    You---"I see Bob. Well, our system is designed to alleviate

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    er, on many occasions, once we have asked a question and it has been answered, we tend to take the answer at face value. We should always ask follow up questions regarding any answer we get. There's always more to the story than what we get with our first answer. And almost undoubtedly, that is where the emotion is. AND your prospect tells you his problems rather than you pointing them out.

    Let me give you an example. Let's say you sell payroll solutions:

    You---"So Bob, what is the greatest issue that you face with your payroll today?"
    Bob---"Well, it's just a real pain in the butt, and I am tired of having to deal with it."
    You---"I see Bob. Well, our system is designed to alleviat

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    wer we get. There's always more to the story than what we get with our first answer. And almost undoubtedly, that is where the emotion is. AND your prospect tells you his problems rather than you pointing them out.

    Let me give you an example. Let's say you sell payroll solutions:

    You---"So Bob, what is the greatest issue that you face with your payroll today?"
    Bob---"Well, it's just a real pain in the butt, and I am tired of having to deal with it."
    You---"I see Bob. Well, our system is designed to alleviat

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    ms rather than you pointing them out.

    Let me give you an example. Let's say you sell payroll solutions:

    You---"So Bob, what is the greatest issue that you face with your payroll today?"
    Bob---"Well, it's just a real pain in the butt, and I am tired of having to deal with it."
    You---"I see Bob. Well, our system is designed to alleviat

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    ur payroll today?"
    Bob---"Well, it's just a real pain in the butt, and I am tired of having to deal with it."
    You---"I see Bob. Well, our system is designed to alleviate all of that by...."

    Instead, think about this:

    You---"So Bob, what is the greatest issue that you face with your payroll today?"
    Bob---"Well, it's just a real pain in the butt, and I am tired of having to deal with it."
    You----"Boy, I can identify with that. Obviously, I speak with many, many business owners who are tired of the hassle of payroll. Unfortunately, I speak with only a small percentage who have decided to take action. I commend you for that. Just to help me to get a better handle on how we might be able to help you, can you tell me specifically the issues that are causing you the most trouble today?"
    Bob---"It just seems to take so much time away from other things I

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