8 March 2005 Light Their Fuse! I was reading the Kabbalah the other day - you've got to be a serious scholar to understand it. Ok, I�m a bit shy of the truth, I was reading The Power of Kabbalah by Yehuda Berg � it�s like the Idiot�s Guide to The Kabbalah � very simple. My reasons weren�t intellectual or particularly noble. I found out that Madonna is an adherent to the Kabbalist doctrine. I wanted to see what makes her tick. What can I say, she�s my absolute favourite singer; and for sheer staying power and ability to reinvent herself, I have to rate her with the greats. According to Yehuda Berg, Kabbalah defines us in one simple word: Desire! Desire is what drives us and what makes us tick. Kabbalist Rav Ashlag once wrote that humans would not twitch a single finger if not for some inner desire. I mentioned to my friend, Dave Leyshon, the other day that I couldn�t close a certain deal. Never one to mince his words, Dave said: �It's your fault because you didn�t light their fuse.� Grrr. He�s right though. I didn�t spark any desire in them. I left them emotionless. I ran to my old Oxford and looked up the word emotion. And it�s right there in Latin: emovere � �disturb�. I really should read more - it will save me some pain. I didn�t disturb my prospect to action. Simple. I forgot all about the 12� rule. I never dropped the sale from the head to the heart (or at least the limbic brain, the seat of our emotion). If you�re losing sales, it may be that you sell more to the head (you�re an analytical, features-based salesperson ((typical of salespeople in the IT industry)) than to the heart (a benefit salesperson). So, how do we appeal to our prospect�s desires and emotions. Simple, put your sales script (you have one, don't you?) through the Seven Deadly Sins test (my Catholic readers should know this backwards as it is imprinted in your DNA): Fear Greed Vanity Lust Pride Envy Laziness Does your product/service (or the words you use) appeal to the above. If not, start using words that spark desire and emotion. Light your prospects� fuses and watch your sales soars.
From the Left Field Since we�ve been talking about emotion and desire, the following quip by Winston Churchill is apt. When asked by a young MP how he could have put more fire into the speech he had just made, Churchill�s alleged answer was predictable: �What you should have done is put the speech into the fire.� ;-) I Want To Receive Weekly Sales Articles | 
