How do you swindle the art world out of 600k? Answer: The same way you sell legitimate product.
Now listen: I'm NOT suggesting you fleece people into buying fake products or services. No way. But, like it or not, you can learn a LOT about the "art of selling" from swindlers and con men.
Let me explain what I mean with a real story: Back in 2003, 84-year-old George Greenhalgh sold a fake of a 3,300 year-old statuette of the Egyptian Princess Amarna to Bolton council for the "bargain" price of just 440k. George's son, 47-year-old, Shaun Greenhalgh carved the statuette in less than a month in his shed. And the carving was good. Really good.
But, here's what's important: What finally convinced Bolton council to snap up the piece for 440,000 was what is known in the art world... as... provenance.
What's provenance? In short, it's the STORY behind the work-of-art (i.e., how it came to be in the hands of the current owner). That's what 84-year-old George was a master at - spinning a believable STORY as to how he happened to be in possession of such a rare artifact. And the art experts "took their eye" off the authenticity of the piece of art... because... the story was so credible.
So desperate were they in wanting to believe the story, they paid for fake pieces of art from the Greenhalgh's over and over again. And over the years, Shaun (the master craftsman) and his father George (the master story teller)... conned the art world out of over 600k
What's the take-away lesson here? It's this: One particularly effective way to enhance the responsiveness of your sales promotions (for your legitimate products & services) is to weave an authentic STORY. I don't mean in a nefarious way. Not at all.
What I mean is to use a credible STORY that DRAMATISES your promotion and diffuses all possible objections in the mind of the prospect as to WHY your product or service will not deliver on its promises.
Do this. Because in sales, all other things being equal... the person with the best story wins!
Now listen: I'm NOT suggesting you fleece people into buying fake products or services. No way. But, like it or not, you can learn a LOT about the "art of selling" from swindlers and con men.
Let me explain what I mean with a real story: Back in 2003, 84-year-old George Greenhalgh sold a fake of a 3,300 year-old statuette of the Egyptian Princess Amarna to Bolton council for the "bargain" price of just 440k. George's son, 47-year-old, Shaun Greenhalgh carved the statuette in less than a month in his shed. And the carving was good. Really good.
But, here's what's important: What finally convinced Bolton council to snap up the piece for 440,000 was what is known in the art world... as... provenance.
What's provenance? In short, it's the STORY behind the work-of-art (i.e., how it came to be in the hands of the current owner). That's what 84-year-old George was a master at - spinning a believable STORY as to how he happened to be in possession of such a rare artifact. And the art experts "took their eye" off the authenticity of the piece of art... because... the story was so credible.
So desperate were they in wanting to believe the story, they paid for fake pieces of art from the Greenhalgh's over and over again. And over the years, Shaun (the master craftsman) and his father George (the master story teller)... conned the art world out of over 600k
What's the take-away lesson here? It's this: One particularly effective way to enhance the responsiveness of your sales promotions (for your legitimate products & services) is to weave an authentic STORY. I don't mean in a nefarious way. Not at all.
What I mean is to use a credible STORY that DRAMATISES your promotion and diffuses all possible objections in the mind of the prospect as to WHY your product or service will not deliver on its promises.
Do this. Because in sales, all other things being equal... the person with the best story wins!
About the Author:
Michael Silk is a established expert in helping business business owners, consultants and coaches generate additional cash flow into their business. For a restricted time you can get a COMPLIMENTARY copy of Michael's course, Advanced Internet Cash Flow Strategies. Just click on: http://www.CashFlow-Surge.com
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