Are you aware of the disease that is now impacting business?

This disease has been part of our personal lives for many years, but it appears that it is now running rampant in business.

This disease is the lack of awareness of the difference between a fact and an assumption.

When you are communicating with a client or a prospect there is a tendency to accept assumptions as being facts. Let me give you an example. The client tells you that they can’t afford whatever you are selling. You agree, put your tail between your legs and wander off.

Now give your head a shake! The only reason why they said they couldn’t afford it was because they know saying they can’t afford it works. The fact is that with the access to money today anyone can obtain or find the money if they really wanted to buy what you offered. The problem was that you did not create enough ‘tension for change’ in their mind.

So how are you going to start creating more ‘tension for change’ with the next person you are marketing to?