A sale, like a great magic trick, occurs inside the customer’s mind. And it is there where it is replayed, remembered and continually redefined. Because magicians are masters of perception, they understand how to get into the heads of their prospects better than anyone else. That’s why the principles of magic can be so helpful in a small-business environment, even for your septic service company.
The following four tools and techniques are used in magic to create the perception of magical experiences. We’ll call each of them the proverbial “ace up the sleeve.” They’re not just a part of a
