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January 18, 2008, 03:55 PM
You're a good marketer TW - so I'm sure you know a lot about overcoming objections.

How to overcome objections?

1. Several tools you can use:

i. Provide a lot of social proof.
ii. Case studies.
iii. Empirical evidence.
iv. Parallels from other industries.
v. Metaphors and stories.
vi. Demonstration.

2. Start with a story that gets people to be a bit more open minded.

The story I use to start most of my presentations goes like this:

A [university professor] went to visit a famous Zen
master. While the master quietly served tea, the
professor talked about Zen.

The master poured the visitor's cup to the brim,
and then kept pouring.

The professor watched the overflowing cup until he
could no longer restrain himself. "It's overfull!
No more will go in!" the professor blurted.

"You are like this cup," the master replied, "You
are full of ideas. You come and ask for teaching,
but your cup is full; I can't put anything in.
Before I can teach you, you'll have to empty your

So here is the format that works for me in persuading people on some novel idea that they may find strange:

1. Start with the zen teacher story
2. Build up: tell them that what you will tell them next will require them to keep an open mind
3. Reveal your main idea (in step-by-step manner if possible)
4. Give a reason why - why will your idea work? (Case studies / empirical evidence)
5. Why is your idea better? (Very important) (Stories / demonstrations / comparisons)
6. Overcome other objections *before* they arise
7. Ask for action / committment

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