Breaking Beliefs: A 4-Step Framework That Actually Works

Everyone says, "You need to break your prospect's beliefs," but nobody explains how to do it. Here's a simple 4-step framework I use to shift perspectives. Whether you're selling 1-on-1 or 1-to-many, this works like magic.

Step 1: Say the Wrong Belief (From the Prospect’s POV)

Instead of confronting them directly, say it in the first person. This makes it relatable and non-offensive.

"I used to think getting lawncare services was a luxury only the rich could afford."

Step 2: Explain Why It’s Wrong

Point out the flaw in that belief with logic or emotion.

"It takes me half a day to do it myself, and by the end, I’m completely exhausted."

Step 3: Present the Right Belief

Show them the better, more practical way to think about it.

"Then I realized if I make more than a lawncare worker, it’s actually cheaper for me to hire them and focus on my main job during that time."

Step 4: Provide Proof

Tell a story that validates the new belief with relatable, real-world results.

"John went from spending his Sundays dreading yard work to using that time for work and family. He no longer keeps up with the Joneses—he IS the Joneses."

Bonus Tips:

If selling 1-on-1: Repeat this process using an avatar that matches your prospect.
If selling 1-to-many: Use multiple avatars to connect with the different types of buyers in the room.

PS - I had more to share but the post was getting way too long... anyone who wants a more actionable version can DM me and will send the guide your way.

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