The Dollarization Discipline

“Early to bed, early to rise,
Work like hell, DOLLARIZE!” — Jeffrey Fox

I have quoted Jeffrey Fox before on my blog because I think so highly of his work, and in particular, so highly of his assertion that the best way to close a sale is to convince the client that you’re not selling a product or service, you’re selling money. In other words, you use my product or service, here’s how much you’ll make/here’s how much you’ll save.

A couple of blog postings I’ve stumbled on in the last week have argued that when clients say, “I can’t afford it,” what they’re really saying is, “you haven’t explained the value proposition in compelling enough terms.” This is absolutely true as well (although it misses the critical next step of explaining that dollarization is the way to solve this problem). Recently Seth Godin started a conversation on this topic. I liked what he said – and lot of the responses he got are even more well developed than his original post.

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