Uncovering key metrics is often touted as a cornerstone of effective sales strategies. Metrics help quantify pain points, build compelling business cases, and demonstrate the value of a solution. However, as vital as they are, relying solely on metrics can stall progress. To truly close deals, it’s essential to understand what drives individuals, not just organisations.
This lesson became clear to me during a deal that, despite initial promise, lost momentum over time. My champion was laser-focused on improving their website’s conversion rates—a metric we had explored in depth. Armed with the numbers, I was confident this would be the breakthrough we needed. Yet, after months of discussions, no real progress had been made. Engagement dwindled, and the deal was in danger of fizzling out.
In a bid to reignite the conversation, I shifted my focus. Instead of metrics, I asked a simple but powerful question:
“Putting this project aside, what do you want to achieve at [company]?”
The response changed everything. My champion admitted that their ultimate goal was a promotion. By connecting the dots between their personal ambition and the company’s objectives, we realigned our efforts. Suddenly, the project wasn’t just about boosting conversion rates—it became a means to help them achieve career growth. With this new perspective, we regained momentum and closed the deal in just a month.
The Importance of Personal Motivations
Every business deal involves people, and people have intrinsic motivations that go beyond corporate metrics. Whether it’s a desire for career advancement, reduced stress, or greater confidence in high-stakes meetings, understanding these personal drivers can be the key to unlocking a stalled deal.
Metrics alone might build a logical case, but addressing personal motivations adds an emotional layer to the conversation. It demonstrates that you’re not just there to solve a business problem—you’re invested in helping the individual succeed.
How to Uncover Personal Motivations
- Ask Open-Ended Questions
Move beyond the specifics of the project and inquire about the broader context. Questions like “What does success look like for you?” or “How does this align with your goals?” can open the door to valuable insights. - Listen Actively
Pay attention to the nuances in your contact’s responses. They may not explicitly state their motivations, but their tone, phrasing, or repeated concerns can offer clues. - Connect the Dots
Once you understand their personal goals, align them with the company’s objectives. Show how the solution you’re offering can help them achieve both. - Follow Up
Revisit their personal goals throughout the process to show that you’re genuinely invested in their success.
Balancing Personal and Organisational Needs
Focusing on personal motivations doesn’t mean neglecting the company’s priorities. Instead, it’s about recognising that the two are often interconnected. When an individual achieves their goals, they’re more likely to drive the project forward, ultimately benefiting the organisation as a whole.
The key is to approach sales conversations with empathy and curiosity. Instead of fixating solely on metrics, take the time to understand the person behind them. By aligning your solution with both organisational objectives and individual aspirations, you’ll create a stronger case and build deeper trust.
In the end, deals aren’t just closed by solving business problems—they’re closed by solving people’s problems.
