Hugh Liddle has a simple philosophy when it comes to sales: people don’t buy what they need, they buy what they want.

He says only when you apply that principle to your interactions with prospects will you get the sale. And it’s even essential for products and services you don’t think people would ever “want”… like tax prep help or legal services.

Hugh explains that in those cases, you must understand the difference between the service you provide and the result you deliver as you put together your sales process. Essentially, he says, prospects only care about one thing – and you have to address that when you talk to them.

We discuss that in-depth, including…

• The biggest mistake service providers make in their sales and marketing

• The worst type of question you can ask when talking to prospects

• How to make a sales script… not sound like a script – and why everybody needs one
   
• The power of You Statements and Value Statements – and how to use them

• And more