Why do prospects stymie a seller by hiding their purpose?

Knowing purpose gives the seller power to affect behavior – buying something or committing to change—every potential client changes with a reason in mind.  With an unaware salesperson, the prospect drives the outcome.

A sales call is a give and takes of discovery.  For the potential client, they look for a connection to purpose. But the startup CEO leans into sharing a must-have innovative product.  One looks for their reason to change, while the other evangelizes novelty.

A little curiosity resolves this conflict.  Begin by asking - how will you look the next time this problem or situation happens? 

This question uncovers consequences linked to the problem and how we look – to ourselves or others.  Looking good is everyone’s universal motivation to change. Does anyone try to look worse tomorrow compared to today? So open the door to personal purpose with your sincere curiosity.  

Now selling, the CEO folds the newly revealed impetus into a talk about worthy goals possible today!   And the potential client's attitude shifts to optimism and curiosity around how a good change may be in reach.

Your sales call dynamic engages.  The prospect asks how hard and how much time to reach their goal.  How bright will be the glow of their self-image?  Their new interest is around making this possible, not concealing their purpose.

Are you pondering the thinking behind this post?  Engage with your point of view at converse@marketenabledsales.com