In order to bridge the gap between the customer's current state and the desired state in sales, it is important to address the parameters of time, money, effort, and confidence in the sales pitch.

• Imagine your customer on one side of a deep hole and your solution on the other side as a visual for change in sales.
• Bridge the gap between the customer's current state and the desired state by addressing four parameters in the presentation to fill in the perception of depth and concerns.
• Time is the first parameter to consider when closing a sale, as customers want to know how long it will take to implement the product or service and see a return on investment.
• Understand the difference between price and cost, and minimize the perceived effort required for the customer to implement the solution.
• You need to address time, money, effort, and confidence in your sales pitch to assure the customer that the product will work for them.
• Walk the client through a sequence of using the product to build confidence and show that it won't take much time.
• Explain the cost, impact, effort, and confidence to minimize client's concerns and increase their confidence in implementing the solution.
• Improve your closing conversion rate and check out the sales velocity Academy for fast classes and valuable information.

Summary for: https://youtu.be/pp2P08cGVyc