Joel was talking about his early days of selling success tapes...he was going around to unsuccessful people, trying to sell them tapes on being successful.
Makes sense, right? Unsuccessful people ought to learn how to be successful.
But, he only made a few sales out of thousands of sales calls.
Then, he talked to someone who was already successful. Explained that he was selling tapes on being successful, but no one was buying...
The successful guy was intrigued. In fact, he not only bought the tapes Joel was selling, he bought the whole line of tapes.
Why? Successful people want to become more successful or maintain their success. They know they value of ongoing training.
Gary Halbert operated in much the same way...selling things to people who have bought the same or similar products in the recent past.
He also gave another great example...about a gym. Now, think for a second about who needs to go to the gym. Fat people or fit people?
Conventional thinking would tell you that fat people need to go to the gym. But, if you go to the gym and look around, the vast majority of those people are already in shape.
It is much easier to sell people what they want instead of trying to convince them that they need something...