Have you ever wondered why you get certain deals and lose others? It's tempting to blame the market, the pricing, or a bad presentation. But Bill Caskey believes there's usually a deeper reason — and it traces all the way back to Aristotle.
Aristotle said every argument has three elements. In this episode, Bill applies them to the sales conversation:
Ethos — trust in the messenger. There's a massive trust deficit right now; buyers don't trust sellers. Bill explains why trying to get someone to trust you backfires, why the fastest way to build trust is to detach from the outcome, and why you should match your prospect's skepticism instead of fighting it. Plus: the one opening statement that sets the stage for the whole call — and why interrogation makes buyers freeze up.
Pathos — the emotion. Every buyer comes to you with a plight. Your job is to understand the why behind the what — without spending 30 minutes digging.
Logos — the logic. There has to be a logic to the decision. That's where the roadmap comes in — and where the ROI conversation happens. Bill makes the case that money is logical, not emotional, and shares what a mastermind salesperson missed when trying to sell him a $10,000 program.
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Have a question for Bill or a topic you'd like him to discuss in a future episode? Email him at listener@caskeytraining.com.
Schedule a Call: If you'd like to learn more about how Bill can help you or your team reach your potential, schedule a call at http://scheduleacallwithcaskey.com.
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