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.