Suppose there are two salesman approaching you and selling new mobile phone. The way they approached as the following
Sales A : Hi, I have new mobile phone. This is 6 screen inch display. This is has the new processor made by the most advanced technology. The audio is cristal clear. People love it. You have to own this. Come buy!
Sales B: Hi, do you know that we spend almost 2 hours commuting in NYC. You know riding train is somehow can get you boring. I think the best way to spend is to watch movie, or even read the book. And I think it will be awesome if I can enjoy with good audio. I think this phone has it. Wanna take a look?
Can you spot the difference? Which one is you prefer?
I randomly asked 5 friends. The result was: 1) They loved sales B 2) surprisingly they mostly faced typical sales A in the market.
The idea of persuasive thinking comes up especially in current competitive market. The best way to develop persuasive thinking is using Why-How-What approach. This idea was brought by Simon Sinek in his TED talk
Key Takeaways:
Always start with Why:
Why represents the philosophy or logical reason why this product existed. Why people need that on the very first place and the idea behind it. When Steve Jobs presented his first Iphone, he stated very clearly at the beginning the reason why Apple existed. So people can get buy into their product
Then telling How
How represents the mechanism “how they fulfilled this idea”. For example in case of Steve Jobs, he explained the technology behind Apple laboratory. How Apple really take care their product
Finally tell What
Tell them what exactly you’re trying to persuade. It can be product. It can be service. It also can be idea you are trying to sell to your customers.
Afterall it sounds simple but mostly big corporation always tempted to use reverse approach. They keep telling on WHAT-HOW- and WHY. Exactly like the case of Sales A above.
Now my question is : do you even bother to buy it?
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