1)First, you sell them "the dream" for free or next to nothing, get them all enthusiastic, and get them to commit to it, and to tell everyone that they are committed to it (you could even go as far as getting them to vote on it
)
2)Then, you tell them the dream's going to cost a little, but hey, nothing in life's for free, is it? And "it's still a dream, and you can afford it, right?"
3)Then you tell them that the dream's going to cost a little more, but "you can still afford it, right, someone like you? Don't worry, we can find a way to raise the cash for youb). It's still a really nice dream though, and you've told everyone you're going to buy it now, you'd look silly passing up this dream, over a couple of extra quid"
4)Then you tell them that the dream isn't quite as great as they perhaps thought, but "it's still better than not having a dream, and we're pretty sure you can afford it, we've even sorted out some loans for you".
5)Then you tell them that what they've bought, isn't actually
that dream at all, "I mean, you don't really expect you'd get all that for what you were prepared to pay, you're way smarter than that. Besides, you couldn't possibly back out now, you've been telling your mates for ages you've been getting this dream, and it
is still a dream of sorts, right?"
By this time the mark is so desperate to believe that they haven't been conned, they'll defend and justify this new dream, and the cost of it, to the hilt.
