The Hidden Physics of Sales

Here’s a question from a member of the Aligned Action Mastery Program that came up on the weekly business development coaching call.

“Ron, I have a few prospective clients in my pipeline that are not moving forward. It seems like what I’m offering will really help them, yet these opportunities are stuck. Help! What do I do?”

There are many factors that go into a successful sale. Assuming that the client trusts you and that your product/service really is a good fit, one possibility is that you are coming up against hidden resistance inside the client.

Go watch this video (10 minutes) that I just recorded called “The Hidden Physics of Sales.”

The conventional approach to sales training ignores hidden forces that prevent clients from moving forward. When you learn to uncover these hidden forces, you are much more effective in helping your client make an empowered decision.

The starting point of the conversation always is the client’s desire. What do they want?

The client has some desire to improve their condition. Start by finding out what this is and why they want it.

Ask a very simple question. What do you want? Why?

The conventional sales approach would focus on these two questions in some form — focusing on then magnifying the perceived benefits/pleasure and the cost/pain of the status quo.

1. What is the upside benefit of getting what you want? (Pleasure)
2. What is the downside cost of not getting what you want? (Pain)

Yet even if these first two questions reveal strong forces to create movement, sometimes the client does not move.

Now add these two questions to uncover the hidden forces at work: Notice that both typically reveal pain avoidance.

3. What is the upside benefit of NOT getting what you want? (What is the client avoiding?)
4. What is the downside cost of GETTING what you want? (What is the fear of success or judgment?)

These two questions will help you get to the truth of what’s really going on in the client’s world.