Many reps rush to educate prospects, but this diminishes their value. Instead of giving away expertise freely, sellers should focus on creating curiosity. By becoming a 'person of interest' who possesses unique knowledge, the seller maintains leverage and prevents the prospect from taking the information and solving the problem without them.
In the mid-stage of a deal, after initial discomfort, the seller must cultivate hope. By showing use cases and telling stories of success, they help the prospect envision a better future. As long as the 'hope candle is lit,' a prospect will continue to move forward. Losing hope is a primary reason mid-funnel deals stall and die.
The sales process isn't just rational; it's an emotional journey. By guiding a prospect through fear, curiosity, hope, desire, confidence, and urgency, a seller systematically answers the three fundamental buying questions. Fear establishes 'Why buy?', hope and desire address 'Why buy from me?', and confidence and urgency drive 'Why buy now?'.