Whenever you are selling, whether it is a product to a prospective customer, an idea to employees or a new direction to your investors, remember that “they” are seeking proof. What is your prospect asking you to prove?

Prove that I should focus my attention on your message.

• Duty
• Reciprocal obligation
• Desperation or need
• Statements and questions establishing credibility and interest

Prove that you understand my problem or desires.

• Empathetic testament
• Participation

Prove that you can solve my problem or desires better than others.

• Testimonials from respected authorities and peers
• Demonstration
• Supply supportive argument

Prove that you will solve my problem or entertain my desires better than others.

• Testimonials from respected authorities and peers
• Demonstration
• Supply supportive argument