The MOST COMPELLING REASON in the Question

“One Must Have” versus many “Nice to Have” reasons will drive the purchase decision.

Virtually every sale involves moving a customer from the “nice to have” mindset to the “must have” belief state.  Although facts and figures and features and benefits about the product or service play a role in this transition, the decision to buy always comes down to an emotional commitment based on one factor.  Determining what that factor is becomes the crucial step in closing the sale.