People don’t just wake up one day with a need, with a desire to buy something. Something must happen. A “cause” must be added to our current “condition” to get our attention. It needs to have enough jolt to cause a reaction. The reaction must be big enough to generate a desire to do something different.
People buy because something has changed or because they want something to change.
Your ability to guide a buyer to a great outcome, one that helps them make the change they desire and pays you for your efforts, relies on you doing two things.
- Understanding what changed, what desires those changes caused, and what change the buyer wants as a result.
- Encouraging the buyer to say these things out loud. Their words do more than just provide information. They help create the commitment you need to carry the conversation forward.