If you’re going to make the sale, your ICA needs to believe about your solution:
1: It’s the ONLY thing that’ll get them from where they are now to where they want to go
2: It’s TRANSFERRABLE to them, so it doesn’t only work for other people
3: It doesn’t require massive amounts of HARD WORK from them
4: It fits with their ETHOS and worldview so they don’t have to change their values and beliefs for it to work
5: It’s not so COMPLEX that they feel stupid for not understanding it
6: They’ll MAKE MONEY or SAVE MONEY from doing it
7: That you’ve designed it to HELP them, not (just) to make you rich
Are you missing the mark on any of those?
Love you lots
Jonny