It seems that the very thing we are looking for – the motive – is something we should study extensively, but we don’t.  Buyer motives are tricky.  Motives are usually in some form of “pain” or “problem” with the prospect’s current reality, or “unexploited opportunity” (a brighter future that they can realize with your solution).

If we don’t understand their motives, how can we sell to them?

Most salespeople think motives have to do with their products.  But that is a myth. Your value is tied to problems you solve or opportunities you help people create by being in their lives. Your clients buy from you because you solve a problem better or differently from anyone else.

How do you articulate that to your prospect?