Everyone of us process information differently. Thanks to the "science" of Neural-Linguistic Programming, or NLP, we now have a framework with which to better understand human behavior and the sales process.
One of the ideas taught by NLP is that people in general have two motivational patterns - some move towards success, while others move away from pain. Neither is better than the other, it is just how people are motivated. In other words, if I am motivated by avoiding pain, telling me how much I will gain by doing something is not going to motivate me. And vice-versa.
In the context of a sale, knowing the "motivational pattern" of the buyer is useful. If the buyer is motivated by avoiding pain, as a sales professional, you would then focus on telling the buyer what he will lose out if he does not buy. On the other hand, if the buyer is motivated by gains, focus on telling him what he will gain. If you think about it, you are in actuality saying the same thing. Only in a different way.
Speaking and using the buyer's motivational pattern will not guarantee you the sale. It will however increase your chances of getting through to the buyer and building that all important rapport.
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