Practical Sales Training™ > How to connect with your buyer > The Should Effect

What is it?

The Should Effect principally involves telling your client what they “should” or “shouldn’t” be doing in their current situation.

Why does it work?

It works because as providers of products and services we are deemed to be knowledgeable authority figures. If you are advised you “should” or “shouldn’t” be doing something from a person of authority then you are more likely to take heed.

How can you use it?

By confronting your clients with the ongoing effects of both action and inaction in their current situation, you can get them to understand and engage with your offering. Once a client understands why they should or shouldn’t do something, they are more likely to buy and if they don’t buy then the nagging feeling that they have gone against the advice of an authority figure may cause them to reconsider at a later stage.

Example

A business coach is speaking to a potential client who’s overwhelmed with tasks and struggling to grow.

Instead of just pitching their coaching program, they say:

“You shouldn’t still be doing your own bookkeeping, chasing unpaid invoices, and managing every client interaction personally. At this stage, you should be focused on strategy and growth. Every week you delay that shift is costing you time, energy, and revenue.”

Why it works:

It positions the coach as a trusted authority.
It clearly outlines both the mistake (inaction) and the ideal (action).
It subtly implies the buyer is currently acting against their own best interest — and offers a clear path to fix it.

See also