Why hard selling doesn't work
- Prior to the internet, people had no other source of information, so you could hard-sell them into buying things. Now that we’re in the information age, this doesn’t work.
  - I can pull out my phone and instantly check the price and reviews of any product or service on Earth. 🌎
- Hard selling immediately raises our defense mechanisms.
  - That’s why people hate car dealerships. We’ve all been burned. No one likes it.
Inception
- Your ultimate goal - is to make the prospect think that your idea was their idea!
  - If you can accomplish this, there’s no resistance, no objections.
How you can achieve it with cold outreach
- Your cold outreach funnel is the first step in achieving inception
  - They can schedule a call with you of their own accord (their idea)
  - They can buy your product of their own accord (their idea)
- The messages & strategies in the following chapters will show you exactly how to do it with cold outreach
  - The secret is all about your approach
    - Patience
    - Value first (“value magnets”)
    - Reciprocity

Action Items

There are no action items here. Just keep this idea in mind as we work through the following few chapters.

Lesson #14: The Anti-Hard Sell