As a salesperson, your mission isn’t to sell your product. Your goal isn’t to sell your service. And your measure for achieving success isn’t to sell your big idea.

It’s selling hope.

Your job is to sell the idea that things can be different, or that your prospect can feel better. Your job is to let prospects know that there is light at the end of the very dark tunnel they are in right now.

If you’re not in the hope business, you’re not on a path to being successful.

Hope is what matters.

At the heart of every shrewd business decision is this accounting of hope.

The more hope you bring, the more likely it is that your idea or solution or product will win the day.

It’s not about numbers. It’s not about savings. It’s not really about profit, loss, growth, experience or expertise.

It’s about hope.

If you find yourself struggling to win at business, it’s probably because you’re not offering people enough hope.

Some people call that value. Your customers simply call it hope.

It’s on you to deliver it.

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