Why do people choose to buy from you?  There really are three reasons why people choose to buy from you. They buy to make money, to save money, or to reduce pain and frustration.

Your job is to figure out which one of those reasons the person on the other side of the table is considering buying your product or service.  Your role then becomes a dance to persuade them that your product or service will accomplish their goals.

Let’s take a brief walk into persuasion–in the book Buying Trances by Joe Vitale he breaks down his core idea down to just 27 words.

[social_quote duplicate=”no” align=”right”]People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.[/social_quote]

How do you merge these two ideas together?  Once you have figured out the core reason why someone is considering your product or service your next step will be to figure out the trigger points at which their decision will be made.

(photo from StevenDepolo)