That is the question on every customer’s mind. It is the final determiner of every buying decision. Unless you are talking to the owner of a company, nobody cares deeply about dollars saved or productivity improvements. What most corporate buyers really want to know is, “How will I be better off if I bring this solution to my employer?”

More than 90 percent of sales calls stop short of uncovering the customer’s personal payoff.

You may have heard that customers buy for emotional reasons, then justify their decisions with logic. It’s true. And those emotional reasons have to do with the satisfaction of personal needs. To make a sale, you must be able to offer a solution with a personal payoff to the customer. You can’t do that until you understand what the personal payoff would be. Your challenge is to uncover and agree upon the customer’s personal needs—and what kind of solution would satisfy them.

A few examples of personal needs: get a promotion or a raise; look good to one’s bosses or peers; be perceived as a can-do individual who gets things done.

Here’s how to find out about gut-level issues like that…

Duane Sparks

About Duane Sparks

Duane Sparks is founder and chairman of The Sales Board, the authoritative source of practical and leading-edge information about the art and science of selling. He has created Action Selling sales training products and learning systems that transform sales organizations. Duane is author of these best-selling books: Action Selling, Selling Your Price, Questions (the Answer to Sales), Masters of Loyalty (How to turn your sales force into a loyalty force), and Sales Strategy from the Inside Out (How complex selling really works).

Discover how the best sales training process can make spectacular improvements in sales skills. Action Selling: How to Sell Like a Professional (Even If You Think You are One).