What Were You Thinking?

Have you ever had a prospect seem excited initially, but then back away and lose interest for no apparent reason?

Ever wonder why?

Well too often, there is a simple answer: Your attention was on the wrong thing.

You were likely thinking about what you need instead of what they want; a potentially fatal mistake in closing the deal.

LAW: What the customer wants is always more important than what you need.

Your focus should always be on how to add value to the client. Do this, and they’ll often return the favor.

Think about this for a minute. When you’re the customer, don’t you feel the same way? You’re not really interested in the salesperson’s problems, are you? And trying to close the deal with you by convincing you that they need the money doesn’t work, does it?

It’s the same for you as the salesperson. If you start pushing the customer to  buy now, just  because you need the money, you’ll lose both the customer and your commission. The solution is to get your attention off you and put it on them.

Here is a simple technique based on one of the natural laws of closing.

LAW: Curiosity attracts attention.

Want to attract their attention? Get curious about them. Ask them about what’s troubling them. Get your attention off yourself and be interested!

You’ll soon  be on the same page with the prospect, and they’ll soon become more interested in you.

LAW: Curiosity is the genus of creation. It directs attention and activates interest that in turn fuels imagination and ignites desire.

Don’t think they can’t sense it when you’re only thinking about your commission, they can and they do. And the more attention you have on yourself, the harder it will be to seal the deal. Get used to it, customers are not interested in your problems.


You’ve got to make a stiff quota: Not their problem.

Your car is broken down and you need money: Not their problem.

Your supervisor is demanding more sales or you’ll get fired: Not their problem. 

You’re being evicted because you didn’t pay the rent, too bad: Not their problem.

No matter how important such things seem to you, they mean nothing to the customer. All they care about is their problem and what you can do about it.

If you can persuade them that you might be able to help them, well, then maybe, just maybe, you may do some business together. But you can still blow the deal if they detect any sign that you’re thinking more about what you’ll be paid, more than you are about them!

What the customer wants is always more important than what you need. Always! Adjust the methods you’re using to align with this principle and you’ll close more deals.


Daniel Jacobs
(c) 2015, all rights reserved

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