Every neighborhood has one of those houses! You know the kind I’m talking about: the one that gives out the really good candy at Halloween.

Kids, like prospects, remember who gives the good stuff – like the chocolate candy bars. They also remember who gives out the “bad” stuff – like fruit snacks.

Don’t get me wrong. There are lots of reasons why fruit snacks are best for kids. It’s just that kids don’t care unless they also get the good stuff. They trick-or-treat because they want to satisfy their desire for sweets.

Your prospects want the sweet stuff too.

If you want prospects to knock on your door, you’ll need to offer what they want most. And what they want most is not your solution. What they want most is to know that they won’t be let down, that they’ll be happy they purchased from you, that your solution will provide the return they hoped for.

Pitching your solution is important but it quickly becomes boring. It doesn’t have the same sweet taste as assurance and guidance.

If you want to fulfill a prospect’s craving, give them the sweet satisfaction that comes with the hope and confidence they’ll be successful with your solution. That’s why they’re knocking on your door in the first place.

That’s what they really want from you.