Tips for B2B sellers on connecting better with prospects

Humans buy with emotion, justify with logic. Yes, even in cyber security sales!

It's not called a business JUSTIFICATION by accident. So how do you connect with a prospect's emotional side? These techniques will help. 

1. Frame problems using emotional words

   • Don't say: revenue is down / costs are up

   • Do say: you are FRUSTRATED that revenue is down / you are STRUGGLING with the rising costs

2. Label and highlight the emotions you hear from your prospect (hat tip: Chris Voss)

   • Don't say: OK / I'm sorry to hear that

   • Do say: Sounds like you are FRUSTRATED with your flat revenue

3. Be empathetic, not sympathetic to their plight. Empathize with them, don't pity them.

   • Don't think: I feel sorry for them (sympathy)

   • Do wonder: What must it be like to be going through this (empathy) 

4. Understand their personal pain. Personal pain, right now, is a big driver for change

   • Don't ask: how is the company affected by this problem

   • Do ask: how is this problem affecting YOU

5. Understand their personal gain. Personal gain, right now, is also a big driver for change

   • Don't ask: how is the company going to gain from fixing this

   • Do ask: how are YOU going to feel or be viewed once this is fixed

6. Stories. People connect with stories better than they do with facts & figures

   • Don't just: tell customer stories with business and logical impacts 

   • But also: include how the PERSON at your prospect was experiencing problems, the actions THEY took, and how THEY gained