In doing this he makes plans and designs, . . . ways of getting what he wants. What motivates him are the goals at the end of those plans. Generally, he knows what he wants and has a number of ideas as to how to get it.
So, which would be the easier action: help him get what he’s after or try to override his motivations? This would be one of the secrets of selling: help him get what he’s after. And, in order to do that we must locate the prospect’s motivation and appeal to it.
We should always remember each individual is different from all other human beings. He has his own nature, his own outlook, his own ideas, plans and goals. He must not be treated like a carbon copy of every other prospect you’ve ever encountered. He’s not!