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The human brain is very similar to that of the mouse. That’s why so much research is conducted using mice. Much like our brain, the mouse is wired for pretty much two things…
– Get cheese, avoid cat.
When we attempt to sell something to a prospect we look very much like the cat, no matter what our intentions. Buyers are wired to view sellers as cats and even the greatest deal in the world may go unnoticed because our whiskers are showing.

We as Christian business owners and business professionals need to offer cheese and build trust, not in a manipulative way, but in a way that allows the buyer to put their guard down long enough to understand that we do indeed have something that will benefit them. Over the past two decades we have all been manipulated, slight of handed, cunning craftinessed, under delivered, baited and switched and even flat out lied too. We have been trained to spot whiskers and run far and fast when we see them. That is why it is so hard to get in to see a decision maker. Christian sales people “in the good ol’ days” used to put the Ichthys symbol on their business card. This would help them get through the door. “She’s a Christian, she has to be telling the truth.” But over the years the symbol was soured by a few bad sheep that took the low road and abused members of the household. As Christian business professionals today, that puts us in quite the predicament. No one trusts anyone, and supposed Christians are often times less trustworthy than there secular counterparts. But NOT Prosperous Christians.

So then, as we have opportunity, let us do good to all men, and especially to those who are of the household of faith.Galatians 6:10

God says we are to do good to ALL men/women, and ESPECIALLY the household. I recommend the “Cheese” approach to sales. It takes a complete paradigm shift, but it can drastically change the way our prospects and customers view us.
The Cheese approach requires you to have the client’s best interest first and foremost in mind. It requires you to develop the ultimate customer experience first. It requires you to create ways for them to experience results without risk. It requires you to develop ways to show them how they can absolutely benefit before they ever have to spend money. And it offers a quick painless out if the customer isn’t satisfied.

Zappos.com has perfected the Cheese method. They offer 365 day 100% money back with free return shipping if your not satisfied.  Unless you bought it on February 29th in a leap year. Then you have four years to return the shoes. Look it up, it’s true.  There are two keys here.  1.) No strings attached.  It has to be legitimate otherwise they will see the whiskers. 2.) They deliver exactly what was promised, not junk. This keeps the returns to a minimum and builds a great customer experience that people will talk about (like I am now).   That completely takes away all customer concern. No whiskers, all cheese.

Can you think of way, as the sales person, you can take all the risk off the prospect? If you can, it will go a lot farther than a fish on your business card.

Eddie Signiture


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