Every decision maker, when evaluating your offer, ultimately asks one question: “What’s in it for me?” This question goes beyond price—it touches the core of human motivation: the need to fulfill personal wants and needs.

Price often takes a backseat when decision makers focus on the emotional and experiential benefits of your offer. For instance, I don’t choose first-class flights for the price; I choose them for the superior experience they provide. Similarly, your prospects prioritize how your solution makes them feel and how it fulfills their deeper needs.

They want to know what’s in it for them.

This is why my sales courses emphasize understanding the emotional mind and its role in making decisions. People buy on emotion first, then justify their decisions with logic. The more you focus on your prospect’s self-interest, the better positioned you are to create a compelling offer that addresses their deeper motivations.

Think about the “what’s in it for me?” question at every step of your sales pitch. From your initial meeting to the close, every word you say should reinforce the value your prospect gains. Highlighting both tangible and intangible benefits may make the difference between a lukewarm response and a resounding “yes.”

When you learn to uncover and address the emotional drivers behind their decisions, you’ll see significant improvements in your closing rate. Selling isn’t just about your product; it’s about how your product helps them achieve what they truly want.

Understanding the emotional mind also helps you differentiate your offer in a crowded market. When competitors focus on features or price, you can stand out by addressing how your solution solves their problems and makes their life better. By connecting emotionally, you create loyalty that goes beyond a single transaction.

Once you’re able to connect with your prospects on a deeper level and show them what you can do for them, you’ll address what truly matters to them and watch your sales grow.