Pain vs. Gain - What Best Motivates Buyers to Buy?

  • Room: Virtual
Wednesday,May 25, 2022:1:00 PM -3:00 PM


Dan Seidman
Managing Director
Read Emotions


In this fascinating expose on influence skills, you will discover how each buyer you face reveals their motivation & decision-making criteria. Does your buyer make choices in order to attain gain, benefits and good things? Or are they motivated by pain or problems or avoiding future trouble? Who is right? The classic Zig Ziglar approach of pitching benefits has been replaced by a belief that you can't sell anyone, without knowing their pain points. In this unique and useful program, you will hear the about the science of motivation. See pain and gain patterns around you, as you quickly pick up hints by watching TV commercials, looking through magazines and finally hearing the language choices of your colleagues in the room. Our outcome? Identify which approach works best with each buyer you encounter. Then adapt the verbal agility to change your approach, speak to how your prospect makes decisions and carry your conversations further down the path toward a close.


Super Track(s)


This highly-interactive experience uses story-telling, television commercials, printed materials and a variety of exercises to teach attendees how to be agile enough to change their conversation to match a prospect's decision-making process.
This is rooted in solid psychology and can be used in a variety of settings, whether your ideas internally, selling prospects in the field or helping personal relationship toward better decision-making.

This provides learners with a unique, new communication skill that can enhance their ability to influence others.

Learning Objectives

1. Discover the science of motivation and decision-making in order to understand exactly how buyers make choices
2. Chart the language you’ll need to influence both the pain-based and gain-based buyer, so you can stay in rapport with how they think
3. Reinforce your new techniques practiced in the room by using them immediately in the field, to create a legacy tool for your company that closes more business and improve team performance