Selling is many times about perspective. If a person is buying a new home, they need to envision themselves living there. The perspective can relate to business, travel, entertainment, investments etc. It is understanding the buyer’s reason.

I sell hotels and always start a new client relationship with wanting to understand the buyers’ objectives, but also his why. His why is usually his reason. It might be he wants to grow in a certain geographic region, or grow with a specific hotel brand, like Marriott pr Hilton, He may want deep turnaround investments while others want a turnkey deal. So, understanding the buyer or client’s perspective is really understanding his/her reason. If you can answer the reason/perspective, you can better help the client.

Speaking of perspective selling, I heard a story about a Cadillac Salesman that made me laugh. He would show them the car and let them test drive it, answer all their questions and if the buyer still wasn’t sure about buying the Cadillac, he would pull out a picture of a funeral hearse and hand it to them with the following statement. “I promise you, you will ride in a Cadillac one day, so why not start today.” That is perspective! He usually made the sale. Ha. KT