The Single Most Revealing Sales Question

In my most recent article for Realtor Magazine I explained the psychology of the decision-making process.

Author and Nobel Prize winner Daniel Kahneman suggests that we think of the future as “anticipated memories.” Now consider prospective buyers who are actively engaged in a home search. Yes, square footage matters to them, but does it mean as much as the anticipated memories of their new life in their new home? Probably not.

The typical sales presentation too often ignores the psychology of the decision-making process and focuses on buyers’ wants and needs. Understanding the need is important, but understanding the why behind the need is far more critical.

Read the entire article here.