"The Magic Wand"

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by Joe Bonura, CSP


Where Is The Rabbit?

When I was a kid, I was enamored by magicians like Mandrake and Houdini, and I always remember when my Mom and Dad gave me a Mandrake the Magician magic kit. I spent the entire day waving my new magic wand with no amazing results. You can imagine how disappointed I was when it did not make a rabbit suddenly appear in my magic hat.

Behind The Curtain

I learned that if I followed a few simple instructions, I could create the illusion for my young audiences that my magic wand was real. I was given a peek behind the magic curtain, and that enabled me, with lots of practice, to perform my magic tricks and amaze my peers.

Your "Magic Want"

The same is true in selling. Instead of a "Magic Wand," you must have a "Magic Want." Once you have a "Magic Want" and learn the secrets behind the magic curtain, you too can create the life that you "Want."

Know What You Want

The big problem is that most people do not know what they "Want," yet they fully expect to get it. I wanted to pull a rabbit out of my hat. First and foremost, I needed to know what it was that I wanted to pull out of my hat before I waved my wand, gave the magic incantation, and thrilled my audiences.

The Magic Formula

You must frequently ask yourself what do you really "Want" to accomplish in your lifetime, this year, this month, this day, this very moment. As I was watching a YouTube video with motivational guru Tony Robbins, he mentioned something about a magic formula. The word magic tweaked my imagination, and I decided to write this article. I knew what my "Want" was for this moment and I took immediate action, and so you are now reading this memo. If I had not taken action, this article would not have been written.

Begin and End With A Question

Begin today to ask yourself the following questions:

What do I WANT to have accomplished by closing time today?
What will my day look like when it is over?
How will I have benefited myself and others with today's actions?
Will I be proud of my accomplishments, or will I feel guilty that I did not wave the magic wand more earnestly?
Did I make that extra call?
Did I listen to that CD on success and achievement?

Waste Time -- Waste Your Life

If the above questions made you feel uncomfortable, GREAT! That is exactly what they were intended to do. If you do not feel uncomfortable, you will not get up to change the thermostat. Most people just drift through each day hoping that it will soon be over so that they can move on to the next day. The only problem with that philosophy is that the next day will be the same, as will the following day until there are few days remaining to seek the opportunities that you have. Time is precious, so waste time, and you waste you life.

The Art Has Changed

Magic has come a long way since the days of Mandrake when magicians pulled rabbits from a black hat. Today, they make full-grown tigers appear out of thin air because audiences are more sophisticated and demand more from entertainers. Just like the art of magic has changed in order to attract new audiences, the art of selling has also changed. The magic act (sales act) is different and takes a more skilled magician (sales person) to educate and entertain or "edutain" your audience (the prospect).

Small Wants = Small Lives

Are your "Wants" so small that you are getting by with tired and overused so-called sales techniques, or are you constantly studying new and better ways to serve your customers? Keep in mind that selling is not a trick; selling is an opportunity to invite the customer behind the curtain to reveal how you will serve them better than the competition will.

Your Abracadabra Moment

What will be your "Abracadabra" moment today? Are you ready to pick up your "Magic Want," and wave it over the right prospects with the right message? Get ready to perform: Lights, Camera, Action!

© 2011 Joe Bonura & Associates, Inc.

To see Joe and hear one of his favorite selling tips, follow this link to a video he created to share with folks who are interested in making more sales, or finding a job:



Joe Bonura would be pleased for you to reprint the article text free of charge (non-exclusively), but asks that you include his name and contact information:

Joe Bonura
Joe Bonura & Associates, Inc.
Website: www.bonura.com
407 Landis Lakes Court
Louisville, KY  40245

(502) 553-1746 phone

E-mail: joe@bonura.com

About Joe Bonura

His background is unique. Joe owned and operated a highly successful advertising agency for 18 years. During that time, he found his advertising campaigns were more effective when he educated his clients in the areas of sales and service. He conducted training seminars for his clients as added value. Word spread that Joe was a quality speaker and more and more people asked him to speak. The demand became so high that he sold the agency to three of his associates to start his own speaking and consulting company, Joe Bonura & Associates, Inc.

Joe is past President of the Kentucky Speakers Association and a Certified Speaking Professional (CSP), a prestigious designation earned by only 8% of the 3,600 member National Speakers Association. Joe presently serves on the board of directors of NSA.

He is author of the audio learning systems "Three-Dimensional Selling®" and "Turning Customer Satisfaction Into Customer Excitement®." He is author of the book Throw the Rabbit—The Ultimate Approach to Three-Dimensional Selling.




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