Positive Persuasion and That All-Important 1/4-Inch Hole

by Bob Burg

The saying is old. The saying is also true.

Each and every year, millions of 1⁄4-inch drill bits are sold, yet nobody buying any one of these 1⁄4-inch drill bits actually wants a 1⁄4-inch drill bit.

Then, why do they buy them? Because they want a 1⁄4-inch hole!

What’s my point, and what does this have to do with influence and persuasion?

People do things/buy things, not for the thing itself, but for the benefit that doing/buying the thing brings them.

What makes this challenging is that those reasons are not always obvious. And, without knowing what they are, the chances of their taking the desired action are considerably lower.

The key is to find out by asking the right questions. In sales, not everyone has the same buying motivation. Some base their decision on price, others on quality, and still others on style or convenience. Your job is to find out in order to help them get the 1⁄4-inch hole they want.

It is the same outside of sales; people act upon their own reasons, which are often different from ours. In order to influence, you must know what their 1⁄4-inch hole is. Not yours; theirs! Once you do that, you’re most of the way there. (Actually, about 3/4-inches there.) ;-)

Whether personal or business, how do you find yourself doing in terms of focusing on the 1/4-inch hole? Are you able to do that? Or, are you more often than not stuck on the drill bit? If so, what do you feel would be a good step in the right direction?

Bob Burg the author of the new release It’s Not About You:A Little Story About What Matters Most in Business. You can download two sample chapters at www.INAYBook.com. Sharing the very principles contained in The Go-Giver and Go-Givers Sell More, Bob has addressed audiences ranging in size from 50 to 16,000, sharing the platform with notables including today’s top thought leaders, broadcast personalities, athletes, and political leaders including a former United States President.

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