THE ART OF

SELLING
How to sell anything
by Josue Valles
 STAGE 1
SEPARATION
The art of selling is about separation;
distancing your prospect from their
current reality and moving them
toward something new.
In their world, their desires are merged with their
current situation.

They can't see a distance between their current

reality and the things they want.

Current Desired
situation situation
To sell, you must create that distance.

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Slowly and subtly, you must shift their perspective
until they see a gap between who they are and who
they could be.

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situation situation
You can do so through storytelling, imagery,
metaphors, and emotional appeals.

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Use language that reflects the contrast between the
old (status quo) and the new (growth).

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Questions also play a crucial role in this process.

The right questions act as a springboard for your

prospect to dream and see the gap between where
they are and where they want to be.

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situation situation
Once you achieve this separation, prospects enter an
"agitated" state and are more receptive to your sales
pitch.

The bigger the gap between the old and new, the
better the sale.

The gap

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situation situation
 STAGE 2
BRIDGE THE GAP
Now you must build a bridge to connect the
gap.

This is where you present your product,

service, or idea.

No matter what you're selling, the key is to

link your product or service with your
prospect's ideal future reality.
 The most seductive marketing is a blend of curiosity
and desire, built on the art of selling.

The bridge

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situation situation

The gap