Our six-year-old son identified a STAR WARS light saber – make that five light sabers – that he wants for Christmas.  However, unlike the three he already has, which cost around $20 each, these “replicas” were going for $89.99.

I attempted to explain the concept of “expensive” and he seemed to understand.

Then he said, “Why don’t you just get the money from the bank?”

I attempted to explain the concept of “banking” and he seemed to understand.

Then he said, “I have a great idea.

I asked what he had in mind.

He asked, “What if we didn’t have to pay for them?”

I asked how we could do that.

He proudly said, “The Internet!”

I attempted to explain the concept of Internet shopping and he seemed to understand.

When telling stories about our son, I usually write in the context of Salespeople are Like Children.  However, with this article, I’m writing in the context of Prospects are Like Children.

When prospects want something badly enough, they can become quite resourceful.  Think about what you’ve been willing to do when you wanted something – really badly – that you couldn’t afford.  Did you consider leasing, credit cards, financing, borrowing, putting something else off, going deeper into debt, budgeting for it, trading, anything – in order to get it?  It’s when prospects aren’t particularly motivated to buy that it becomes so difficult to get them to take action, spend money or agree to buy.

If you agree that a motivated prospect will find the money, the question becomes, how do you get them that motivated to buy?

That’s where compelling reasons come into play.  There are two kinds of compelling reasons and you need both of them.  The first are the compelling reasons for them to buy what you sell.  The second are their compelling reasons to buy from you instead of from someone else.

If you effectively identify their compelling reasons to buy, your prospects will find the money and take action almost every time.  If you successfully identify their compelling reasons to buy from you, them you’ll get the business almost every time.

Here are some links to previous articles that provide sample dialog and/or examples to identify compelling reasons to buy:

Staplers – More on Compelling Reasons
What Happens When You Don’t Find the Compelling Reasons
Asking the Question that Changes the Call
Asking Great Questions – Case Study
Asking Better Questions
Know Their Compelling Reasons
The Rule of Cause and Effect
Beyond Listening Skills
The Other Compelling Reasons
Data Points Tell a Story – Prospects Buy Happy Endings
Shorten The Sales Cycle by Slowing Down Your Sales Process