The 4 Principles of Creating Desire in the Sales Process

Sales Creating Desire

The last time we did a podcast with Brett Evans, we heard his amazing advice on the Do’s and Don’ts of Writing Effective Prospecting Emails. Brett returns with another amazing interview where he walks through 4 principles to keep handy in the sales process for creating desire with your prospect.

Sales is not simply a process, it’s also a mindset. Once a lead is identified as a prospect that your company can help, effective sales professionals are able to create an environment where the prospect actually desires the product or service. The ability to bring about that desire breaks down trust barriers and accelerates the close.

Brett walks through actual examples where he utilizes the following four principles to advance the sale through to a conversion:

  1. Challenge the prospect with something different than their assumptions. This doesn’t have to be an offering, it could just be you having unique research that challenges their understanding of the problem or solution.
  2. Craft your story and use storytelling to create an emotional connection with your prospect.
  3. Utilize the herd mentality to show prospects they’re safe with others who have made the same decision. If the decision sounds risky, your prospect may be less likely to want your solution.
  4. Use scarcity to explain that the opportunity must be taken advantage of or could be lost. This could be a deadline or it could just be explaining that you may not have the resources when the prospect actually is ready to work with you.

Listen to this amazing podcast with Brett.


Got a unique sales problem? Comment below and we may cover it for a future podcast!

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