When people choose to buy a product or service, that’s not all that they’re choosing. They are—sometimes without realizing it—making a decision based on the intangible benefits they believe a product or service can give them.
The consultative sales approach is the best way to communicate those priceless intangibles.
Consumer behavior tells us that people are motivated to buy for a variety of reasons. Logic may be the “right” way to make a buying decision, but the truth is that on any given day, emotion could be the main factor driving your prospect to buy.
Let’s say Jim is having a bad day. A windstorm hit his neighborhood hard overnight, and a tree slammed down, blocking the road he usually takes. Walking off the bus, Jim stepped in a deep puddle and now his dress shoes are soaked. As he walked into work, his boss called an emergency meeting to discuss the effects
