• September 26, 2022

Sales Lessons From The Casey Anthony Trial

I usually don’t get into current news issues in my newsletter, but I think the lessons to be learned here are way too important.

It’s been pretty much assumed that Casey Anthony is guilty.

This was also the case a while ago in the OJ Simpson murder trial.

Both went free, even though it was a “no-brainer” to most to convict them.


Because, in the justice system, who is or isn’t guilty isn’t the biggest factor. The biggest factor is the skill of the lawyers, or more precisely, the ability of each lawyer to present his or her case in a way that is favorable to the jury. (Read: sales skills.)

Casey Anthony and OJ Simpson didn’t get acquitted because they were innocent. Hey, maybe they were, we’ll never know for sure, but that’s not why they got off.

They got acquitted because they chose the best people to represent them. The best of the best.

What can you learn from this?

Let’s create a hypothetical example where your product is the “guilty party” and you are the “defense lawyer.”

What is your job in that situation? We already covered that – Jaylewis to present your case as favorably as possible in the eyes of the “jury”!

Of course, in our “case,” the “jury” is the prospect.

So your job, if you want to be the best of the best, is to present your product in the most favorable light possible to the prospect.

If you were the one on trial, if your very life hung in the balance, would you be using crap like an “elevator pitch” or “unique value proposition” or “company story”?


So then why do you do it?

Probably because you haven’t really considered how ineffective that nonsense really is.

The very skilled defense lawyer doesn’t barge in with canned pitches. He figures out what the jury wants to hear by observing them closely – their body language, their manner of dress, the way they react to everyone and everything in the courtroom.

He goes out of his way to have a pleasing personality, at least in the eyes of the jury, and to present the person he represents as pleasing also.

(He is not seen as pleasant, though, to the prosecutor, who in your case is the competition!)

By using these clues, along with lots of others gleaned during jury selection and the trial, the case that is presented to the jury is carefully customized to get them to take desired action.

You need to do the same with your prospects. Ditch the canned speeches, elevator stories, USPs, and all the other “tricks” that have kept you out of the realm of six-figure top sales pros.

Frame each and every sales situation as a “trial of the century” where your very life hangs in the balance, and watch your sales skyrocket!

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