Every salesperson has had an experience where they've met the customer's stated business objectives and yet they still didn't get the business. It's important to know that there are two components to every decision that a customer makes about doing business with you.

One is, the task, the business or logical side of the decision. In other words, "How can you help us grow our business by X percent? We need to improve our profit by Y percent," but what they often miss is there's another side to their decision making, and that is the personal or emotional part of the sale. "You may be able to show me that you can meet my business objectives, but if my team isn't on board" or "This isn't going to help me get the promotion that I really want," you're not going to get that business. So today, what we'd like to talk about are what we call task and personal motives.

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