We all aspire to fix, prevent or improve things.
And the bigger the problem, and the cost of the problem, the more buying a solution represents an accomplishment.
And you can’t just sell based on problems and fixes, because are largely a rational matter.
And your buyer only buys when they are emotionally in support of the rationale.
And the biggest emotional driver in human beings?
The desire to act in accordance with how we see ourselves, I.e. congruence.
That’s why you need to talk to your buyer about what they are looking to achieve or accomplish:
What do they aspire to?
- If buying from you fixes a problem, what does that say about their ability to get unstuck?
- If buying prevents a problem, in what way do they become a better steward over the future?
- If buying improves a situation, how big of an accomplishment is that in terms of creating more wealth, growth, or opportunity?
All these viewpoints force your buyer to consider the option to buy or not, in the context of their self-image, and how they see themselves.
So by asking them questions like the above, you’ll present your buyer with a choice that’s far more compelling to make than buy/don’t buy.
You’ll be asking them if they want to do as they say they are.
That’s why the aspirational aspect of the purchase is such an enormously powerful motivator, because we all wish to be the person we say we are.
So make sure your sales conversation helps your buyer be aware of what the deeper psychological motivation actually is, and what choosing to buy would say about that congruence, and who they say they are, by putting their actions – and their money – where their mouth is.
And now, the final piece of the puzzle: