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How to Get to the Heart of Sales Success

Written by: Cheryl A. Clausen

Article Overview: The last thing you want is an indifferent potential client. Trying to get an indifferent potential client to make a decision is like trying to push a car uphill with the parking brake on. Not a very productive thing to do.

How to Get to the Heart of Sales Success

The last thing you want is an indifferent potential client. Trying to get an indifferent potential client to make a decision is like trying to push a car uphill with the parking brake on. Not a very productive thing to do.

You already know potential clients make an emotional buying decision first that they then explain through logic. The challenge is uncovering and discovering the emotion it takes to get your new client to buy. If you don’t get to the heart of the matter your potential client will stay just that…a potential client. They simply won’t act.

Getting to the heart of the sale requires some work on your part. You must help your potential client experience the future, foresee the consequences, and choose the one that’s most important. It’s a matter of emotion and motivation.

When you meet a potential client you don’t immediately know if this future client is driven to get a desired future, or driven to avoid a consequence. You don’t know which scenario holds enough emotion for the potential client to force them to act and act now. Yet, you can know.

This knowledge and your ability to capitalize on it will determine if this potential client acts or does nothing. Doing nothing is the easy thing to do. Doing nothing is the natural thing to do.

That means you have to help the potential client see that doing nothing isn’t a good option for them. Something else has to be a better option. Acting has to be so superior to doing nothing that the potential client simply has to act.

You need to take your prospect on a journey where they describe what they want in as much detail as possible. Then they must describe what happens if they do nothing. They must tell you what’s important about getting what they want and what’s important about not getting what they want. Focus on the most emotional situation for the potential client and help them with the option that best fits them.

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Article Tags: acting, client experience, consequence, consequences, emotion, emotional situation, heart of the matter, journey, logic, motivation, parking brake



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