Welcome to the Graham Cochran Show, where each week I help you create more money, margin,

and meaning in your life. I'm your host, of course, Graham Cochran. Let's get into it.

If you think selling is about scripts, closing tricks, overcoming objections, well, you've been lied to.

Because here's the truth. People don't buy because you said the right thing.

They buy for one reason and one reason only because they feel like it. So if that's true, the real question

isn't how do I sell harder? It's how do I make someone want to buy without pressure,

persuasion, or chasing. In this episode, I'm breaking down the number one sales tactic that lets you sell literally

anything and why most entrepreneurs completely miss it. Stick with me because once you see this,

selling gets a whole lot easier. So I don't know if you've seen those videos where a sales

guru asks his or her protege to sell me this pen, right?

Like pick up this pen, hand it to somebody and say, sell me this pen.

And the whole idea is, what are you going to say to get me to want to buy this pen?

And there's a lot of tactics and strategies that are taught in these sales guru clinics and videos and trainings on,

oh, well, you have to just create a story around the pen.

And if people saw that the pen really once belonged to Abraham Lincoln, now it's worth $30,000.

There's all these things to get someone to buy the pen.

You also see sales gurus teaching.

Here are the top five objections that people are going to have.

So when they have this objection, here's how you

counter that objection. So then it eliminates the objection. So they no longer have an excuse to not

buy your thing. And then you basically walk them through this journey where you tell them.

So now that you see that I've pretty much answered all those questions, those are no longer

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