Expert-Secrets full book

implement this in my personal life. But when it comes to how I sell things, he
was 100% right. The first step to creating belief is figuring out the ONE THING
you have to get someone to believe that will knock down all their other
objections, make them irrelevant, or disappear altogether.
A little while later, I was talking to a friend and mentor, Perry Belcher. He
told me how he had gone back and analyzed all the different offers that his
companies had created and sold over the past 10 years.
He discovered that the more things they asked someone to believe in their
sales pitch, the worse the offer converted. In fact, he figured out that if they tried
to make more than ONE point or ask someone to focus on more than ONE thing
in a sales message, conversion rates dropped by half! He then said, “Look at how
many things a prospect has to believe in order to buy what you’re selling. If it’s
more than one, you need to rework your sales presentation.”
After hearing that, I knew we had to go back and look at everything we
were selling. We asked ourselves, “What’s the One Thing? What is the one Big
Domino of belief that we need to knock down?” Every product has one Big
Domino, One Thing that will knock down all the smaller objections and
resistance—if we can get people to believe in that One Thing, then they will
have to buy it.
I took a logic class in college that showed different ways to create valid
arguments. One of the many valid argument forms is called “modus ponens”. It
looks like this:
If A, then B
A
Therefore B
If I were to put this argument into a sentence, I’d say something like:
If Dallin doesn’t finish his homework, then he will not go to class.
Dallin did not finish his homework.
Therefore, Dallin will not go to class.
If you think about it, you’ll start to see patterns of this argument
everywhere. Religion is an easy example. In Christianity, everything hinges upon
the truth of the Bible. If someone believes the Bible is true, then they have no