Why Seeding is the New Selling

Consider this story: in the 13th century, there was a Turkish trader who would go to the border with the Orient. When the border guards asked what he was smuggling, he’d shrug and point at his donkey. The border patrol burned the hay in the donkey’s cart and search the donkey closely to figure out what he was smuggling. When they found nothing, they let him pass. Later, he returned empty-handed, without a donkey. The next day, the same thing happened. Over the course of 30 years, he became a wealthy trader. After this time, the retiring chief of the border patrol asked the trader what he was smuggling and swore not to punish him. Only then did he admit to smuggling... donkeys. Do you see what he did there? He was so transparent, and did his smuggling in such plain view, that everyone was too busy looking deeper to see what he was actually doing. When we tie this back to today’s three insights, you’ll see that the trader was also designing his offer first, before focusing on being as transparent as possible. When you think of seeding, imagine an apple. The seeds are inside the fruit when it falls to the ground. The seeds then take root, grow into new trunks, branch out, and produce new fruit. Because the seeds are in the middle of the fruit (which is the offer, in this metaphor), you can see why it’s so important to design the offer first so that it contains the seeds.  One specific way you can seed is by using your module names as seeds within your speech, pitch, or presentation. For example, you might have a module called “Quick and Easy Ways to Learn Wordpress.” As part of your presentation, you might say, “We’ll be talking about some quick and easy ways to learn Wordpress even if you’re a tech dummy.” Notice how this line incorporates the exact language of the module without sounding unnatural. Tune in to learn more about all of these points, and ways you can apply them to your own skills in selling through storytelling!   In This Episode: [01:59] - Alex introduces the three key insights that you’ll learn all about in today’s episode. [02:50] - To get things going, Alex shares the story of Nasreddin Hodja, a Turkish peasant who rode around on a donkey telling stories in the 13th century. [06:43] - Alex relates the moral of the story he has just told to one of the Seven Habits of Highly Effective People, which involves beginning with your offer. [07:43] - When Alex is about to enroll someone, he explains that his intention is to do everything in his power to inspire and influence that person to say “yes” to what he is offering. He explains how well this has worked out for him. [08:50] - Alex describes a question that he asks people who take part in one of his intensive programs, and uses this question to demonstrate what seeding is. [10:09] - “The shortest distance between two points is not a straight line … is the path of least resistance,” Alex points out. [11:05] - Alex shares a lesson he learned from his friend Lisa Sasevich, and describes the importance of letting your students know what the ascension path is. [13:52] - We learn why it’s so important to have language consistency throughout your offer, instead of using synonyms. [14:42] - Alex shares the WSGAT technique from Bob Circosta, and explains that you’re often not actually selling the item you think you’re selling. [16:38] - A specific way you can seed is by using the names of your modules as you talk, Alex explains. He also discusses the difference between pimping someone into a sale and pampering them into a sale. [18:04] - You’ve been selling all your life, Alex explains, and gives some examples of instances in which you probably tried trial closes when you were a kid. [18:30] - Alex returns to the Hodja story he shared earlier and points out that the shortest distance to two points is the path of least resistance. [18:52] - Alex offers a quick review of the specific insights he has explored in this episode, discussing transparency, beginning with the end in mind, and seeding as being like breadcrumb navigation. [19:54] - Speaking of reviews, Alex asks listeners to head to this link to leave a comment and rate the show. [21:00] - Alex offers listeners a gift in honor of the second episode of the podcast: a free copy of his books Alexisms! Tune into the episode to learn how to get yours.   Links and Resources: Alex Mandossian MarketingOnline.com Skipio - where mass business texting gets personal! Alexisms by Alex Mandossian All Selling Aside on iTunes Seven Habits of Highly Effective People by Stephen Covey Lisa Sasevich WSGAT Bob Circosta Tested Sentences That Sell by Elmer Wheeler