Your questions, claims, and conversion into meaning are all generating early sales momentum through interest, trust, and satisfaction.

Tip the balance: They also afford you constant opportunities to activate the negative experience of not having the product, and the positive anticipation of having the product. I’ll go into this in plenty of useful detail shortly. This is that “tipping the balance” aspect that makes or breaks the sale. Your early move into this dynamic is setting the tone for closing the sale. The sooner and more persistently you do that, the more momentum you build. This dynamic is possible because you built your foundation of “

interest, trust and satisfaction.

Every element: Think of every element of the presentation as mobilizing meaning around your prospect’s driving needs. For each element, you are shifting the balance toward the purchase decision. You shift the balance with the negatives of not buying, and the positives of buying.

Don’t allow any element of your presentation to escape this analysis. When you demonstrate, using visual aids of some kind, this helps to eliminate uncertainty. It tends to generate belief. But is it belief in facts you want? Only up to a point. How do the facts is presented in that medium tip the scales in terms of core drivers?

Future scenario: When you create a future scenario as to how it will be to have and use your offering, how does it tip the scales? It feels good, but how relevant is that good feeling to the core drivers?

This is like that: When you make this-is-like-that comparisons, how is your that connected to the forces that generate momentum and drive the sale?

Stories and metaphors: Your stories support your sales points, but how well do they provide metaphors for the core needs? How well to you link those outcomes to driving needs?