When it comes to making a purchase, people do what makes them comfortable, rather than what makes the salesperson comfortable.

It’s necessary to know that simply because prospects are doing what makes them feel comfortable, doesn’t mean they are comfortable with the solution or even want to spend the money and make the purchase. Just ask anyone who had a flood in their basement and needed to spend thousands of dollars investing in a waterproofing system for their home. However, it does mean they have a level of trust and comfort in the salesperson, the sales process and the solution.

I remember something that my daughter did one day when she was five years old. We were getting ready to leave the playground on a chilly fall afternoon. She stood next to me, as I opened the car door.

Suddenly, she said, “Dad, I don’t feel well. My tummy hurts.” A few seconds later, she put her head in the car and puked all over her car seat and the car floor. Of course, my first reaction was, “Honey, are you okay?” She responded, “Yes, dad, much better. I think it was something I ate.”

Once I knew she was fine, I then had to ask her, curiously, “Baby, why didn’t you just put your head down and puke right in the street outside the car rather than inside it? Her response: “Oh Daddy, it’s too cold outside. It’s much warmer in the car.” Starting at a very early age, people do what makes them comfortable.

Photo credit: Steve Harwood