The Big Idea: Instead of studying hard sell techniques, a better approach is help the buyer discover for himself why he wants what you’re selling.
Get your audience to pay full attention to you and take you seriously, as they would a partner or colleague. Do this by achieving Status Alignment, the first step to making a deal.
No buyer of any kind is going to listen to you until they feel they’re in the right place at the right time with the right person. That’s why the Status Tip-Off is so powerful. When your buyer sees that you understand who they are, can speak their language, and are part of their in-group, they’ll immediately become receptive to what you have to say.
Once you’ve established your status and expertise, it’s time to explain your big idea to the buyer. Specifically, answer the three questions in the buyer’s mind: Why do I care? What’s in it for me? and Why you? The faster you answer these, and the less cognitive strain you place on the buyer, the better your chances are of closing the deal.
Flipping the script isn’t about changing yourself to give the buyer what they want; it’s about sticking to your guns. Stay consistent to your personality, your character, and, most importantly, your values. This is what the most compelling people in the world have that others don’t: character and values.