I didn't need those CDs. But I bought them.

In 2017 I paid hundreds of dollars for some CDs.

Yes.

CDs.

The kind nobody used anymore.

The kind computers didn't even have a drive for.

Those.

And I bought them happily.

Let me tell you why.

Back then, I wasn't doing well.

Things weren't going my way.

My business wasn't getting results.

And I wasn't doing so great internally either.

So, among other things, I ended up at a personal development seminar by Anthony Robbins.

My wife and I flew to Florida and spent four days in a room with 10,000 people.

For me, the experience was transformative.

It hit me at just the right time.

One day, walking out of the hall into the lobby, I found a booth selling the speaker's products.

Hats.

Shirts.

Books.

You know.

Among his products were audio courses.

Programs to keep the momentum going and continue learning after the event.

And I was totally psyched to keep that feeling going.

• How much are they?
• Look, I have two types:

A digital program.

You download it to an app and listen on your phone.

Or a physical version. They're CDs.

And he showed me some little boxes with the discs.

Then he pointed to one and said:

• If you get this one, you can put it on your bookshelf and show it to your friends when they come over.

And I bought it.

Hundreds of dollars.

For CDs.

A week later, back in Mexico, I sat in my home office and looked at my little boxes.

And it hit me.

One: I don't even have a bookshelf.

Two: I don't care about showing off my personal development audio courses to my friends.

And three: I don't even have a blessed CD player!

The salesperson did his job.

He didn't sell me a box of discs.

He sold me the idea of what that would mean for me.

Seeing myself as someone interesting in front of my friends.

Having something to show them.

Here's a lesson:

Most salespeople talk about the product.

The good ones talk about what that product *does*.

It's not a box of CDs.

It's the image of you putting it on your bookshelf and showing it to your friends.

It's not an iPhone with a camera of X megapixels.

It's having amazing photos of your kids' childhood.

They're not genuine leather shoes.

It's feeling classy. Someone who knows and doesn't buy junk.

See the difference?

It's subtle.

But powerful.

Because describing what you sell is one thing.

And helping the customer imagine what it will do for them is quite another.

That's where the conversation changes.

That's where the product stops being an object.

And becomes something with meaning.

That's why some salespeople seem like robots.

They rattle off features.

They spit out spec sheets.

They recite what's on the box.

And there are others who sell much more.

Because they translate.

They convert attributes into results.

They help the customer see themselves using it.

Enjoying it.

Benefiting from it.

Showing it off.

Solving something with it.

And when they achieve that, selling becomes much easier.

Now, think about it:

Are your salespeople describing products?

Or are they helping the customer imagine results?

Because that's where the salespeople who just inform separate.

From the ones who truly sell.

Anyway.

If you want to help them be the latter

you can apply for a conversation with me.

Here.

Carlos

Serving is the way.

—

Shopology S.A. de C.V.

Av. Pacífico 468 Local C, Coyoacán, Ciudad de México, CP 04330, México.

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