Short answer – find out what your prospect really wants.
- My daughter – can we set up the pool?
- Me – it’s 7500 gallons of water and we didn’t use it that much last year, sorry
- My daughter – but the dogs – I want to swim with the dogs
- Me – that’s a lot of water, money, pool chemicals, and effort to swim with the dogs, no?
- My daughter – but they’re such good dogs…
- Me – they are…what should we do about that?
- My daughter – could we get a little doggie pool?
- Me – like the little plastic ones at WalMart – sure!
- My daughter – no, a little bigger – like this one I found online for $100
- Me – that’s the one you want?
- My daughter – yep!
- Me – deal!
The lesson:
- It wasn’t about the pool
- It was about the dogs
Address those underlying motivators and deals get done.