When we buy stuff, be it services or products, we are looking to fulfill an increasingly aspirational hierarchy of needs, from "I don't want to lose my job" to "I want to leave a legacy for the future". We are basically trying to ensure that our basic needs are met before we can move on to our desire to change the world.
When we're selling stuff, it's the same but in reverse. Whether consciously or not, we have to assuage our prospects' worst fears before we can sell them on purpose-driven goals that will make their company grow and prosper or their life easier. Before that, we have to convince them that they will be able to keep their job, look and help the company succeed, in that order.
A lot of us tend to overlook this, at least consciously, even though these might be aspect of the sale that are intuitively understood and taken care of.
What about you? Do you openly address your clients fear and aspirations when closing the sale? How does that affect your business?
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