"When your values are clear to you, making decisions becomes easier." - Roy E. Disney

If you want to make easier sales, you need to understand your customer's values.

In this simple behavior model I lay out the hierarchy controlling human behavior. Values are 2nd from the top.

What's important to your customer? That is the question.

But don't stop with the first answer.

Ask again.

What's behind that answer? And what's behind this answer?

It's not the benefits of the feature. It's the benefits of the benefits.

Dig deep, below the surface.

The reason someone buys, or doesn't buy, is often not the reason you think.

When you make it clear, the decision is easy.

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Disclosure of Material Connection:
Some links may be "affiliate links." This means if you click on the link and purchase an item, I will receive an affiliate commission. I only recommend products I think are valuable to you. This disclosure is in accordance with the Federal Trade Commission's: "Guides Concerning the Use of Endorsements and Testimonials in Advertising."

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"I’ve paid for a lot of training that didn’t even scratch the surface of what you’re giving away for free." – Courtney James