From the course: The Persuasion Code, Part 1: The Neuroscience of Sales

Diagnosing deeper

From the course: The Persuasion Code, Part 1: The Neuroscience of Sales

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Diagnosing deeper

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- Imagine you sell drills. Do you think that people want to own a drill? No, they just want to own the holes a drill makes. You are in the hole enabling business. In fact, if you do a deeper diagnostic, you'll understand that nobody wants to make more holes in their walls. They may want to hang more pictures on those walls. So in effect, you are in the picture hanging enabling business, and the drill is just a tool to achieve this. Notice that it requires a big shift to go from talking about the drills to asking questions or diagnosing about the pictures they want to hang. Let's now imagine that you sell home-delivered pizza. What do you think is the main pain of the average consumer of pizza in the US? Take a few seconds, and write those down. (upbeat music) (electronic chiming) Most people respond, "The pizza could arrive cold or with the wrong toppings." In reality, a few years ago, a small pizza place diagnosed the pain of home-delivered pizza to establish that their number one pain was the anxiety of not knowing when the pizza will arrive. Did you get it right? As a slogan, that company chose, "30 minutes or less, or it's free." And you guessed, that is Domino's Pizza. And with that, they became number one. And the moral of the story is that Domino's is not in the pizza business. They are a FedEx organization, which happen to sell pizza. The pizza is just an accessory to the business, and that could only be unveiled with a deep diagnostic.

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