By the end of this session, you will:

1. Understand the psychological principles of curiosity and obligation in sales.

2. Learn how to craft outreach that is both engaging and relevant to the prospect’s needs.

3. Master the art of leaving purposeful knowledge gaps to pique interest.

4. Develop the ability to integrate storytelling into your sales approach to build rapport and drive action.

5. Grasp the significance of selling the “next step” rather than pushing a full solution too soon.

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Sales is deeply tied to human psychology. By understanding what motivates prospects—either curiosity or a sense of obligation—you can craft strategies that resonate and reduce friction in decision-making. This approach transforms generic pitches into tailored conversations that feel personal and compelling.

Key takeaways include:

• Curiosity-Driven Conversations: By leaving gaps in knowledge and framing questions, prospects are naturally drawn into discussions.

• Relevance and Obligation: Clearly aligning solutions with a prospect’s responsibilities creates a sense of urgency and necessity.

• The Power of Stories: Stories are universally compelling, helping prospects see themselves in the scenarios you present.

• Avoiding Resistance: Downplaying direct selling and asking reflective questions removes barriers and opens paths for engagement.

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1. Curiosity and Knowledge Gaps:

• Prospects are naturally inclined to answer questions and resolve gaps in knowledge.

• Example: Posing a problem statement without a full explanation makes the prospect want to explore solutions with you.

2. Relevance Through Personalisation:

• Tailoring outreach by referencing the prospect’s responsibilities or industry challenges increases their engagement.

• Highlighting how others in similar roles or companies have benefited builds credibility.

3. Storytelling:

• Stories are impactful because they allow prospects to identify with scenarios.

• Sharing customer success stories or relevant anecdotes makes conversations more relatable and persuasive.

4. Selling the Next Step:

• Breaking the sales process into manageable steps prevents overwhelming prospects and keeps them engaged.

5. Minimising Resistance:

• Using reflective, indirect language (“Do you think there’s room for improvement?”) instead of assertive statements reduces defensiveness and fosters openness.

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• For Immediate Use: Start weaving storytelling into your sales calls, highlighting relevant successes to your prospects.

• Building Curiosity: Avoid giving away too much information in outreach emails or calls—focus on creating interest in a follow-up conversation.

• Tailoring Approach: Reference specific obligations or challenges that align with the prospect’s role, making your outreach indispensable.

By aligning your sales tactics with these principles, you’ll build more meaningful connections, navigate resistance effectively, and ultimately drive greater success in your sales efforts.

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