How do you con the art world out of 600k? The answer: The same way you sell legitimate product.
Now listen: I'm NOT suggesting you cheat people into buying whatever you're selling. No way. But, like it or not, you can learn a LOT about the "art of selling" from grifters and con men.
Let me explain what I mean with a real life example: Back in 2003, 84-year-old George Greenhalgh sold a fake of a 3,300 year-old statue of the Egyptian Princess Amarna -- (the daughter of Pharoah Akenaten and Queen Nefertiti) -- to Bolton council for the "bargain" price of 440k. George's son, 47-year-old, Shaun Greenhalgh carved the statue in three-weeks in his shed. And the carving was good. Really good.
But, here's the important point: What finally convinced Bolton council to buy the piece for 440k was what is known in the art world... as... provenance.
What's provenance? It's the STORY behind the work-of-art (i.e., how it came to be in possession of the current owner). That's what 84-year-old George was a master at - "crafting" a believable STORY as to how he happened to be in possession of such a rare piece of art. And the art experts "took their eye" off the detail of the art... because... the story was so credible.
They so badly wanted to believe the story, they purchased fake pieces of art from the Greenhalgh's over and over again. And over the years, Shaun (the master craftsman) and his father George (the master story teller)... swindled the art world out of over 600,000 pounds.
What's the take-away lesson here? It's this: One particularly effective way to enhance the responsiveness of your sales promotions (for your legitimate products & services) is to weave an authentic STORY. I don't mean in a nefarious way. Not at all.
What I mean is to DRAMATISE your promotions with an authentic STORY that diffuses all possible objections in the mind of the prospect as to WHY your product or service will not deliver on its promises.
Do this. Because in sales, all other things being equal... the person with the best story wins!
Now listen: I'm NOT suggesting you cheat people into buying whatever you're selling. No way. But, like it or not, you can learn a LOT about the "art of selling" from grifters and con men.
Let me explain what I mean with a real life example: Back in 2003, 84-year-old George Greenhalgh sold a fake of a 3,300 year-old statue of the Egyptian Princess Amarna -- (the daughter of Pharoah Akenaten and Queen Nefertiti) -- to Bolton council for the "bargain" price of 440k. George's son, 47-year-old, Shaun Greenhalgh carved the statue in three-weeks in his shed. And the carving was good. Really good.
But, here's the important point: What finally convinced Bolton council to buy the piece for 440k was what is known in the art world... as... provenance.
What's provenance? It's the STORY behind the work-of-art (i.e., how it came to be in possession of the current owner). That's what 84-year-old George was a master at - "crafting" a believable STORY as to how he happened to be in possession of such a rare piece of art. And the art experts "took their eye" off the detail of the art... because... the story was so credible.
They so badly wanted to believe the story, they purchased fake pieces of art from the Greenhalgh's over and over again. And over the years, Shaun (the master craftsman) and his father George (the master story teller)... swindled the art world out of over 600,000 pounds.
What's the take-away lesson here? It's this: One particularly effective way to enhance the responsiveness of your sales promotions (for your legitimate products & services) is to weave an authentic STORY. I don't mean in a nefarious way. Not at all.
What I mean is to DRAMATISE your promotions with an authentic STORY that diffuses all possible objections in the mind of the prospect as to WHY your product or service will not deliver on its promises.
Do this. Because in sales, all other things being equal... the person with the best story wins!
About the Author:
Michael Silk is a recognised expert in helping business entrepreneurs, consultants and coaches generate additional cash flow into their business. For a restricted period you can get a FREE copy of Michael's course, Advanced Internet Cash Flow Strategies. Just visit: http://www.CashFlow-Surge.com
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