This chapter is about how to make the critical emotional connection
with others. Many times we find ourselves in situations similar to fitting a
three-prong plug into a two-prong outlet—no matter how hard we try,
there will be no connection and certainly no positive electrical flow. The
same holds true in developing critical connections with clients to develop
an “emotional flow” that leads to trust and loyalty. The only way this hap-
pens is when we begin truly to understand the important role that person-
ality plays in establishing this connection.
Many sales professionals only communicate at the superficial level of
product features and benefits with a one-size-fits-all mentality. This shallow
approach creates a weak psychological footing upon which to build client
trust. As the illustration in Figure 2.1 shows (MVP Model), your commu-
nication can go from superficial to profound by first addressing your
clients’ values and motives for buying, and then ultimately addressing their
core personality—the foundation from which all their decisions and reac-
tions are based.
Moving from Me to We 11FIGURE 2.1MVP Model