The Real Reason People Say Yes
Why trust — not pitch — drives decisions.
📍The Lesson
Most salespeople think their job is to convince. To explain. To “overcome objections” and “close the deal.”
But here's the truth — you're usually not competing against another vendor.
You're competing against hesitation. Against the fear of getting it wrong. Against the internal voice whispering, "What if this backfires?"
When a buyer doesn’t move forward, it’s rarely because the product wasn’t good.
It’s because the decision felt risky.
And when someone does move forward, they might list logical reasons — pricing, features, timeline — but the truth is:
The decision was emotional first. Rational second.
They felt safe.
They felt heard.
They felt confident that saying yes wouldn’t create more problems than it solved.
That’s your job as a salesperson: lower the emotional risk of moving forward.
Not with pressure.
Not with perfect logic.
With clarity, safety, and relevance.
When you do that, saying yes becomes the obvious next step — not the hard one.
🎧 Audio Story
The Deal I Closed Without Saying a Word
🛠️ The Tool : Decision Drivers Worksheet
Help your buyer say yes — by understanding what’s really behind the decision.
Use the six prompts below in discovery calls, proposals, or deal strategy sessions. These questions uncover the emotional, professional, and internal forces behind their choices — so you can sell to what matters most.
Use These Six Questions:
1. What outcome are you ultimately trying to drive — and why now?
(What’s changed that’s making this feel urgent or important?)
2. What's What’s holding this back today?
(Is it confusion, fear, inertia, internal blockers?)
3. If you moved forward, what would feel risky or uncertain?
(What are they afraid of — really?)
4. What happens if nothing changes?
(What’s the cost of staying the same?)
5. What does success actually look like?
(For them. For their team. For the business.)
6. If this decision goes well, what gets better for you personally?
(This is where the real motivation often lives.)
Real-World Shift
How Most Sellers Lead
“We’re a one-stop solution with a fully integrated workflow and 24/7 support.”
How Great Sellers Connect
“We help ops leaders sleep better because the thing they used to check five times? Now just works.”
🎯 Action Prompt
In your next sales conversation, ask:
“What would make this feel like a no-brainer for you?”
Then listen.
Not to respond — but to understand.
Because sales isn’t about pressure.
It’s about helping people say yes to something they already want — without fear getting in the way.