The Persuasive Paradigm step 2

• Second: Outcomes. Next, focus on the outcomes or results the customer wants to achieve. How will he or she measure success? What must the organization see in terms of results to make their investment in your products and services worthwhile? This part of the persuasive paradigm is probably a bit counterintuitive. After all, wouldn't it be more logical to state the problem and then give the solution? The thing to remember is that our goal is motivation. If we don't create a sense of urgency in the decision maker to go forward with our recommendation, we have not been successful in our persuasion effort. However, motivation does not come from problems and needs, most of which will never get solved. Why? Because in the mind of the decision maker, "it's just not worth it." In other words, the return to be gained from fixing the problem doesn't outweight its cost. You don't want your solution to fall into the category of "not worth it."you create a sense of motivation in your customer by showing that the problem you are addressing is one that really should be fixed. The potential outcome, the return on investment or improvement in productivity or whatever, is so big that the customer can't afford to wait. Focus on customers' pain to get their attention; focus on their gain to get their commitment.