Why You?

This started as a write up for a new sales club that my office has started but it turned in to something bigger than I wanted to share with anyone and everyone who is out there in the sales world.

And when I say anyone and everyone, I mean it.

Sales is the oldest career and touches every single person’s life, everyday.

In fact, your title may not be sales, but you are essentially selling yourself each day with how you present yourself to the world.

So, lets dive a little deeper into the science behind why people purchase and how to ethically curate an approach that makes sense.

This content is inspired and directly taken from a local Minnesota Author David Hoffeld from his book “The Science of Selling”.


  1. Why Change?
  2. Why Now?
  3. Why Your Industry solution?
  4. Why you and your company?
  5. Why your product or service?
  6. Why Spend the money?

Why Change?

Most people go throughout there day with an air of sameness. If you use the same stall each day, take the same route to work, pack the same lunch, etc. don’t worry, you are just like everyone else.

Why is that a good thing?

Because your customers, they are just like you too.

They are comfortable with staying.. the same.

When they are approached to change, there is a natural aversion to that change.

It’s important to know because routine often breeds a form of ignorance to problems that are causing inefficiency.

Essentially, you probably won’t change unless you have a problem.

Our job is to uncover that problem and find a solution.

How to Come up with a Creative Solution

  • Research the inefficiencies of your industry.
  • Brainstorm 2 – 3 questions that essentially uncover what problems the prospect experiences.
  • Not only is this getting in front of the competition but it opens up dialogue about the business.
  • The goal here is to find out the consequences of the buyer’s problems and helping them feel the urgency to fix them.

Why Now?

This second step comes naturally after completion of the first why because you created urgency.

This isn’t the time for pressure. Instead this is the time to provide options and use free phrases like “it’s up to you” or “if you choose to do so”.

Seems a little counter productive until you take a look into the psychology behind reactance.

Reactance is our intrinsic desire to push back or resist when we perceive that our ability to freely choose is being restricted by another person. -The Science of Selling

David Hoffeld “The Science of Selling”

Another thing to note during this step is that if the buyer doesn’t commit now, they will likely procrastinate to purchase- if they even ever do.

How to Come up with a Creative Solution

  • Create an engaging commitment tailored to your industry.
  • Ask the customer if the solution your company/service can provide could help eliminate their inefficiencies, would that help them?
  • Also, highlighting the why wait until the problem occurs again?
  • Delicately explain that getting set up now with the solution rather than wait for the problem to blow up in their hands again is beneficial.

Why Your Industry Solution?

When I read through this section I realized I needed to be honest with myself.

I took out a sheet of paper and I wrote down all of the reasons that I could think of that differentiates me from my competition.

Honestly, I have more research to do.

The feature dumping that we learn in the first couple weeks of training just aren’t enough to pique true interest.

How to Come up with a Creative Solution

Apart from the obvious features of your product/service..

  • Conduct and gather your own research in conversations with your current customers or co-workers about times that they have been %100 taken care of in the past.
  • Dig deep with true curiosity on why they would choose one company over another.
  • Analyze what you find after a days worth of conversations and apply this new knowledge for the next day.
  • Continually tweak this process until you truly understand why you are the best option over and over.
  • This builds confidence in your product, yourself, and if you ethically approach this, your potential customers.

Why You and Your Company?

Apart from your shining personality 😉

Trust. I like to say that this is the most important currency in the world of exchange.

Trust affects all purchasing decisions. If there is no trust then there is either no purchase or a weak one.

As a salesperson, how much trust our prospects feel toward us are also a direct reflection of the company that you represent.

How to Come up with a Creative Solution

How can you provide value to your customers?

  • Take some time to brainstorm ideas that will help them or their business
  • Research industry relevant news or advancements that might help them.
  • Share your stories of how you’ve helped your own customers.

The goal is that you are able to demonstrate with confidence how you are the expert here to help.

Why Your Product or Service?

As you can see as we go through these sections we are narrowing in and identifying key differentiators between your business and everyone else’s out there in the marketplace.

It’s one thing that I really enjoy about this book, it hands you all of the exercises to get you thinking about what distinctly makes what you provide different than everyone else.

Because of that I am going to quote three lines from the book that outline what I mean.

  1. “What is distinct value? It’s the unique value that a buyer desires and will receive from your company, product, or service.
  2. “Distinct Value is only persuasive if it is centered on what matters to the buyer.”
  3. “Distinct value is something that a competitor cannot replicate.”

How to Come up with a Creative Solution

Apart from the most obvious unique part of the sale, YOU.

  • Talk to management and get their perspective on this.
  • Employ creativity and stack your product/service against others.
  • Find out what matters most to your prospect and ask for their commitment.

Why Spend the Money?

Find out what motivates the buyer to purchase.

Examples could be peace of mind, job security, streamlining an outdated process, less risk, etc.

This is the last and finale piece of a buying decision. You’ve already seperated yourself from the competition and the prospect now trusts you.

Only, they don’t over see the budget or they are still not sure.

This is where you affirm that spending the money on your solution will help support their motivators to buy in the first place.

How to Come up with a Creative Solution

Take a dip into the pool of knowledge that you have stored about your products/services.

  • Have you discovered what emotionally motivates your customer to buy?
  • Use your active listening to pull threads of sentences from the conversation and weave them into the persona that is your customers mental state of mind. Use this awareness to show them how spending the money with you offers them the above motivating examples.

This is my take on one tiny chapter in this book that offers so many more science based selling solutions. This chapter is called “How to Sell the Way People Buy”. I just touched the surface of critical thinking exercises, actionable awareness, and engaging information that this book provides the reader.

Happy Selling!


Lilliana Cole LinkedIn

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