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Recently, I was at a time share presentation.

This was not, however, any sort of regular sales jaunt, it was an upsell from my existing investment. And one that should have gone much better than it did, given the professed experience of the sales person. If ever one needed to become more time efficient with the sales process, it was this person.

From not listening intently to our needs, giving little attention to what we were actually saying, to being dismissive and patronizing, this individual really missed the mark.

My objective is to teach you strategies on how to become much more productive and in this case, more time efficient with the sales process.

Sadly, the majority of sales that run afoul could actually be won if the salesperson was adept at understanding the three things potential clients, and customers, want to hear.

1. What is important to you?

Sales people often go into a conversation with an agenda; the agenda to sell their product or service. Naturally, it is extremely valid however much like trying to get married on the first date, the agenda should not be pushed from the start.

There is a definitive warm-up phase; a phase in which it must be discerned what is important to the potential to the client or customer.

Let’s say, for example, that the potential client appears to have fifty pounds to lose, and you, the sales person, assume that this is their most pressing issue.

You have a product that helps people lose weight and you think, ‘yes, this is going to be perfect.’

What if, however, the potential client’s bigger concern is their energy?

What if they are in denial about their health challenge and you go in their focused on weight loss?

What will happen is that you will offend your potential client and likely lose them.

In the sales presentation we were given, I made it very clear as to why we were there. We wanted to find out information on our investment and also seek to shift the ownership.

Instead of addressing our needs, and listening, the sales person continued to go with his agenda, to upsell us.

When we informed us that we used the property for business, he ignored us and continued to talk about how we were enjoying it personally.

He even suggested we write a vision letter to ourselves for ten years from now. Even after he brought in two additional ‘closers,’ he still missed the mark.

The bottom line is that you must really listen to a client.

They will give you clues as to what is important to them.

If you really understand this, then you will be able to consciously illustrate how your product or service can help them achieve their goal outcome.

2. Let’s Figure This Out Together

In almost every sales scenario, especially for larger ticket items, there is a point where an objection makes itself manifest.

It could be a money issue, a need for third party validation, such as a partner’s input, or even a matter of logistics.

In our case, the real estate was owned by one of our companies, and we did not want to add any other assets to that company.

In fact, we wanted to transfer the asset to a company that we hadn’t yet set up. We were given the number of someone who could transfer title however what we were not given were any options.

We were told that if we didn’t purchase today, any deals were off the table.

An alternate approach would have been to say, ‘let’s figure this out together.

Let’s see how we can make this a win-win.’ If a company, or an individual wants the sale, there is always a way.

By the time a person has expressed interest, what they are really looking for is not be closed, they are already closed, they are looking for a viable pathway to sealing the deal.

Had this salesperson taken this approach, we very likely would have added to our portfolio within a few weeks, after opening the new company and transferring title however because they were only focused on closing that day, they lost the sale.

3. When We Can Figure This Out – How Will It Feel?

Many purchases are made from an emotional place. By helping a person get into a feeling place; one that they will experience when they have your product or service, you are much more likely to close the sale.

In our situation, the salesperson could have said, ‘when we figure this out, how will it feel to bring your clients to our new location?

It will illustrate that you are professionals. Everything is sleek and modern. That would have perhaps, sealed the deal so to speak.

Whatever it is you sell, know that the more emotionally attached your potential client, or customer is, to the outcome, the more likely it is that they are going to buy.


The next time you go into a selling scenario, try following these steps.

My wish for you is that you become much more productive and lead a ridiculously fulfilling life.

Go get it!

Susan Sly is a best-selling author, speaker, trainer and entrepreneur.  She specializes in helping individuals, and organizations, become more productive.  She resides in Scottsdale, Arizona with her husband, Chris.  Susan is the mother of five children and loves her life! To connect with Susan, visit



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