Selling: Maximize Motivation


Understanding your prospective client/patient/customer’s motivation is critical to addressing his/her needs.

This video outlines how you can make certain you understand the prospect’s motivation and help him/her make a decision in line with his/her desired outcome.


This is Dave Lorenzo and I’m the Chairman and Founder of Valtimax Consulting and this is the third video in our sales video series and we’re talking about the third step in really the sales process and that’s when you and your prospective client and your prospective patient are face to face. You’re having a discussion about what’s going on in your client’s life, in their business, in their situations so that you can decide whether or not you can help them and they can decide whether or not you’re a good fit.

The first thing you do when you’re in that situation and you’re face to face besides welcoming them and making some small talk to make them feel comfortable, the first step is to reiterate the rules of engagement. The way I do it is I say, “Hi, Mr. Jones. Thank you so much for coming in. Have a seat. It’s great for you to be here. How is your family?

Remember when we talked yesterday on the phone? We discussed how we’re going to have a meeting today. You’re going to ask me some questions. I was going to ask you some questions and then we were going to decide whether we’re going to take the next step or not. Is that still OK with you?”

Mr. Jones says, “Great.” So then you say to him, “Tell me what’s going on. Tell me what brought you here today and how you think I can help you.” Then they go into their situation. They tell you what’s going on.

Now it’s very important that you spend at least 70 percent of your time listening and 30 percent of the time really asking questions to understand the situation. The person sitting across from you is going to give you the clues you need in order to determine whether or not you want to do business with him. Once you decide you want to do business with him, it’s up to you to take the next step and ask them to ask you for help.

Here’s how you do it. “So Mr. Jones, I understand,” and then you highlight the points of pain. “I understand that you’re looking for a three-bedroom home and you want it to be in this neighborhood and you want it to have these types of features and you need to move in within the next 90 days. Is that correct?”

Mr. Jones says, “Yes.” “Well, I think I can help you. I have several homes that fit that profile. We’re going to take a look at some of the listings and really narrow it down to two or three that we will then go see. If I present you with two or three of those homes and you see one that fits your needs exactly, would you be ready to go and put a deposit down on that home, sign a contract for that home today?”

Mr. Jones says, “Yes.” You’re off to the races. In the case of the lawyer, “Well Mr. Smith, I understand that you were doing 95 miles an hour in a 65-mile an hour zone. That’s a pretty serious offense. That could be a fine of several hundred dollars and several points on your license. It’s not unusual for me to hear of these cases and I probably can help you in some way. But before I do, I need to make certain that if I agree to help you, you’re going to be able to pay my fee. So shall we talk about the fee now?” Mr. Jones says, “Yes.” You tell him what the fee is. You tell him what you will do for that fee. You agree. You’re done.

I mean these conversations are very, very easy to have once you understand that you’re talking about a situation in which the patient or the client has some discomfort and you’re taking that discomfort away.

People are motivated to relieve pain and sometimes, even if it’s a pleasurable experience like buying a car or buying a boat, those items are definitely going to deliver them pleasure over the long term. They have anxiety and by relieving their anxiety, you’re relieving them of the pain.

So what you can say to them is, “Mr. Smith, I know that buying a car is a procedure that makes a lot of people very anxious. I want to tell you that I’m a no-pressure salesperson. So what I’m going to do is I’m going to present you these cars and then we will talk about how much they cost and I will give you the best possible price I can right upfront.

If we agree on that price and you need help with financing, I will introduce you to our finance person and they will give you the best possible deal right upfront. We’re not going to go back and forth. We’re not going to spend a lot of time haggling and negotiating. You can decide whether this makes sense for you or not and there’s not going to be any pressure here today.”

By taking that pain away from them right upfront, you’re helping them get in a buying mood and that makes things a lot easier. So the key component in the sales process at this point is getting them to disclose to you what their discomfort is and then you’re going to highlight that discomfort and show them how you can take that discomfort away from them.

My name is Dave Lorenzo and if you would like more great tips like these on sales and marketing, business strategy, productivity improvement or business management, you can find them at