Our job in “sales” is to realise, we’re actually there to facilitate a buying decision.
When someone is thinking about buying something, there’s always stuff that can get in the way. Your job in sales is to make things simple and stress free.
Buyers usually ask themselves three questions, even if they don’t say them out loud:
- Why this?
Why is this the best choice for my problem? - Why now?
What happens if I wait? - Why you?
Why should I trust you to help me?
But there’s more to it.
Buyers don’t just care about the final result. They also care about the journey. What will it feel like to work with you?
Will it be smooth or stressful? Will you make their life easier or harder?
You need to show them two things:
- The outcome (how much time, money, or effort they’ll save).
- The experience (how good it will feel to work with you).
People make decisions with their feelings first. Then they use facts to back it up. That’s how our brains work.
Buyers often worry. They’re afraid they’ll make a mistake, waste time, lose money, or look bad. Even if everything makes sense, fear can stop them from saying yes.
So give them both:
- The emotional part: how they’ll feel proud, happy, or less stressed.
- The logical part: case studies, facts, and proof that you’ve done this before.
That’s why your job is to build trust fast. Show them they’re in good hands. That you’ll support them every step of the way.
Remember: People don’t buy from companies. They buy from people. And they buy with emotions first, then logic.
So don’t just focus on what they’ll get at the end. Show them what it’ll be like getting there with you.
Make it feel easy. Make it feel safe. Make it feel like the right choice.
If you or your team struggles to close deals or get buyers to move forward, I can help. As a sales coach, I specialise in teaching clients how to facilitate better buying decisions, faster, with less friction, and way more confidence.
Want to learn how? Let’s talk.
