Ben Settle

  • Novelist
  • Anti-professional
  • Author
  • Email Specialist

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Why I keep prattling on about principles vs tactics

Came a question:

“what is your motivation to talk about pri;nciples instead of tactics. I have never heard this before can you do an email explaining? Thank you Sire Settle!”

My command is your wish, my Child.

Not long ago I was telling some people about some things I want to do in 2017.

One of which is to invest in local real estate.

Anyway, one of my pals knows a guy in town here who is selling a hotel down by the water. He kept pitching me the benefits of buying, the price, the cleanliness, some ideas on how I could use it to expand my piggy bank, and so on and so forth.

My answer?

(More like objections)

“We’ll see”

“Not really interested in buying a hotel biz”

“It’s not kind of thing I want to deal with”

And so on, and so forth.

My friend’s reaction?

“Man, tough sell today…”

To which I retorted some info about selling me not with tactics first, but with solid principles based on sound thought and how humans like to buy. I then (to practice, not grand stand or anything, we are buds) I batted out a quick transcript of what he *could* have said to sell me using principles first, then the tactics.

Too me about 3 minutes to bat it out.

Then I asked him how did I do?

(As far as my sales pitch)

His response:

“How would I know? You got me sweating if that means anything… Now I want it…. and I have some property over here they want…”

Immoral of the story?

Principles, not tactics, my friend.

This is something I learned studying the late great “world’s most feared negotiator” Jim Camp for the past 9 years.

And you know what?

The January “Email Players” issue goes into all kinds of goodies I learned from him, that you can use to make lots more sales no matter what you sell.

She goes to the printer in just a few short days.

If you want to get it, go ye here while you still have a little time:

www.EmailPlayers.com

Ben Settle

  • Novelist
  • Anti-professional
  • Author
  • Email Specialist

PO Box 2058 | Bandon, OR 97411 | (815) 425-4483 | ben@bensettle.com

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