Ever notice how nearly everyone seems to use the "Latte" or daily coffee analogy to sell you something?

For example, an insurance agent might say, "For just the cost of your daily Latte, you could have the security of your family's future taken care of."

Or the finacncial planner who says "If you just invest the equivilent of the cost of your daily Latte into the stock market, at age 65 you'll have saved $236,000."

Or, how the real estate marketing guru tells you "For just the cost of what you spend on your daily Latte you can get this turn-key system."

Well, I for one don't want to give up my daily coffee!

A couple months back I received an email newsletter from Jeffrey Gitomer (Author of many sales books) who discussed this same topic. 

He said our focus as sales people should not be the "saving" of the money by not buying the coffee, but rather the amount of money we need to make in order to afford the coffee, or whatever else we value in our lives.

Finally...the words I was looking for!