Sales expert Ash Khalek reveals how to identify and address the emotional factors driving buyer decisions that exist "below the waterline." His approach distinguishes between the logical elements prospects discuss openly and the personal motivations that actually move deals forward.
• Pipeline coverage at quarter start often looks promising but deals stall without addressing emotional drivers
• The "waterline concept" separates visible logical buying factors from hidden emotional motivations
• After identifying business problems, ask "what would it mean for you personally?" then wait ten seconds
• Strong rapport must be established before prospects will reveal their true personal motivations
• Sales leaders should coach teams to listen for subtle cues that reveal emotional drivers
• Role-playing with teams helps develop skills in uncovering below-the-waterline buying factors
• Differentiating yourself from competitors means addressing both logical and emotional aspects
• People buy emotionally first, then justify logically with features and specifications
• Consistent sales success comes from genuine desire to help solve both business and personal challenges
Music by Ben Cina & Ayler Young