On the surface, it seems to make sense: in order for someone to enroll in your offer, you need to find out how to get that person to see what you see.
After all, once they see your vision of their ideal outcome, then they’ll get on board. Right?
You just know, that if they go along with your proposal, and buy your offer, they’ll benefit. You can see it now, clear as day. So obvious.
It would seem then that the job at hand becomes ‘how to convey my vision’.
But as you’ll have experienced, that’s a damn hard thing to accomplish.
People have their objections, their fears, their reasons as to why and why not to buy in…
But if only they would see what you see… then they’d get it, they buy in, they’d buy the work and get the outcome!!!
But you can’t sell people on your vision.
Instead, you need to step into their vision – or, apply what psychologists call ‘perspective-taking’. Or as I like to call it: deploying strategic empathy.
Because when a sale happens, it happens not in your world, but in the world of the buyer.
It’s the vision that they have, that determines whether or not they’ll buy into your proposal.
And once you see their side of things, you’ll be able to ask the questions they need to hear, in order for them to get clarity, remove doubts, and dissolve fears.
That way, their vision adjusts, so that it ends up overlapping with yours.
And that’s when the sale happens.
So how do you do that – how do you create a shared vision?
You do that by deploying empathy, by putting yourself in their shoes, and asking yourself "What does the world and the problem and the situation look like to them?"
That’s the kind of empathy that enables you to see their world, through their eyes.
And you’d better learn how to do that, because it’s not your buyer’s job to take your point of view.
Instead, it’s your job to take their perspective.