“Have they taken
mental ownership yet?”
Whether you sell
products or services, you must help your buyer see in their mind
how what you ask them to buy will help them look, feel, or perform
better. In other words, have them take mental ownership of it, so
they will agree that what they are getting is equal to or greater
than what they must pay for it. In other words, help them own it
mentally, so they will pay you for it financially.
In the 1980’s
Jackie Cooper was a terrific sales trainer. From a small town in
South Carolina, his influence grew nationally. Of the many sessions
he facilitated there is one that I will never
that most people believe, to be a successful salesperson, one must
be a fast talker. In popular movies, both Robin Williams in
“Cadillac Man” and Kurt Russell in “Used Cars” portrayed fast
talking salespeople who could sell anything. He stated, “In the
real world successful salespeople spend much more time listening
than they do talking!”
that buyers will “Never pay for a vehicle financially, until
they own it mentally. Unless the price is equal to, or greater
than, what they must pay for it, they will not buy it.” Jackie
shared that by asking questions about their current vehicle, what
they liked and didn’t like, and how getting a new vehicle would
improve their lives, he could help them get a vehicle that served
both their lifestyle and their financial needs. Sharing how the new
vehicle would solve their problem, or take advantage of new
features that the old vehicle did not have, the buyer would begin
to see how it was to their advantage to upgrade cars. Then he asked
them where they would take their first trip in their new car. He
asked them to share what route they would take to get there. This
helped the buyers to mentally put themselves in the driver's seat,
in the car, traveling to their destination. They were taking
“Mental Ownership” of the new car.
If this works for
auto sales, why wouldn’t it work for other items? If selling
houses, ask who would be their first guests. Ask them to describe
what that event would look like all the way down to what they would
eat, drink, and enjoy. How about clothing or cosmetics? Ask them
what others will say about their new look? Who would be
This process will
work no matter what you are selling.
In summary, help
your buyer take mental ownership of what you are
selling....Then, make the
And, that is
today’s Morning Minute.
Morning Minute 2/24/23:
“Are you still curious?”
As small children we asked lots of questions, mainly why.
Why is the sky blue? Why do I have to go to bed?
Why do I have to eat broccoli?
When we start school, we begin mixing in how. How do
I tie my shoes? How do I throw a baseball? How do I
fasten my seatbelt and why do I have to wear
Going further we begin asking who and what.
Who said that? Who did that? Who can I talk
to? What did they say? What was done? What
should we do about that?
Then when and where get added into the mix.
When do you need this? When does the show/party
start? When do I need to be there? Where can I find
the information I need? Where are you now? Where will
I go to college or go to work?
All these questions are a sign of curiosity. Being curious, asking
questions, seeking answers, is how we learn. These are signs that
the person wants more information, seeks to learn facts, and is
interested in how others view subjects. It is also how we learn how
to do our jobs, plus how we learn to communicate with and relate to
other people. Being curious is an indication that an individual is
still growing their knowledge and their skills.
The problems begin when we stop being curious. We lock down in a
position and stop asking questions. We don’t want to hear anyone
else’s ideas. We don’t ask why are they saying or doing that. We
stop listening to others. We say, “It’s my way or the highway.
This is how we have always done this.” We don’t look for newer
and better. We only want what’s comfortable. We stop seeking to
When we stop being curious we stop learning. We stop
A recent television commercial featured an older man saying that
his father taught him 3 things. “Always do your best. Always
tell the truth. And, always be curious.” I was taught
many years ago, “When you’re green you grow, when you’re ripe
These messages are the same. Never stop listening to others. By
listening you may understand why they feel and/or act as they do.
You may find some areas where you may agree. Never stop learning.
Never stop being curious. However, seek the motivation behind any
new information. Keep asking who, what, when, where, why, and how.
Then use what you learn to help yourself and others to understand
more, be more, and do more.
When we stay curious…we all win!
And, that is today’s Morning Minute.