I know that sounds
simplistic, but you'd be surprised how many times salespeople forget the simple
fact that there are only two motivators that drive each one of us (including our
prospects). The first is moving toward a reward or goal, and the second is
moving away from or avoiding fear or loss. That's it! Therefore, it's essential
to establish whether the prospect is moving toward a goal or moving away from a
fear.
For your business, try
this question: "What's personally important to you about creating a safer and
healthier environment for your employees/family/customers?" Say your prospect
responds with something like this "It's important for me to provide the best for
my people because they are the core of what keeps my business running." Your
prospect is moving toward the reward of having happy and loyal employees. If, on
the other hand, your prospect says "If I don't, they'll all leave and go work
for my competition!" then you clearly have a prospect that wants to avoid fear
and loss to their competition.
Here's why it matters: A
prospect who's moving toward a reward will move more slowly and methodically and
evaluate all his options. But the prospect who is avoiding fear will grab the
first option--and usually the lowest price--that's close at hand--which, by the
way, may be nothing at all!
Take advantage of the
knowledge that everyone, including you and me are buying based on these two
motivators. And one more thing, research shows that 80% of the people who buy
things are primarily trying to avoid pain. Sometimes, they might think that they
are buying for pleasure, but really, they are trying to avoid pain.
Find out where your
client’s pain reside and take full advantage of it.  May your sales career
prosper.