How to get a customer to proceed

Customer not interested in proceeding?

When persuading customers, your work is less about moving them TOWARDS something, and more about getting them to MOVE AWAY from something else.

To get someone to buy, for example, we need to move them away from not having the product at all or using a competitor’s. 

That means not only talking up the benefits of our product - but planting the seed that they’ll be worse off if they don’t proceed. That they’ll be going backwards!  

For example, “Sounds like you’ve outgrown what you’ve been using in the past?”

This creates tension in their minds about sticking with how things are, the status quo.

And once leaving things as they are feels undesirable, they’ll be more ready to proceed.

If you want to stop worrying what to say and when to a customer, just do this.