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What if he answered, "because I want you to know the truth before you make an important purchase"
But right away he starts showing you a list of all the problems of his house.
All great salesman know sales are about building trust. When you reveal an inconvenient truth, it sets a ceiling on what you're willing to lie about.
Eg if I start by telling you this house needs a new roof in a year, when I tell you the air conditioner was recently replaced you believe me.
And when you tell all inconvenient truths ...
I once sold a 30 year old car over the phone sight unseen by telling the guy every problem and issue and bit of history about the car without any hesitation.
He immediately knew I was telling him the truth because much of it was super inconvenient, and he instantly purchased it and paid $1500 just to have the car shipped across the country.
I paid $800 for the car and sold it for $5k (not including shipping).
A man comes to you and offers his house for sale. The house he built. But right away he starts showing you a list of all the problems of his house. He actually paid his neighbours to find out more reasons not to buy the house.
Think a little bit about that scene.
A little strange right?
What would you do? What would you think?
The only reason I would think is: this man doesn’t want to sell me this house. He wants to keep it to himself. There is something special about this man or this house.
Why Why Why
I would ask why.
You have to give me a clear why I would ask this man.