Unspoken Motivation


Understand Your Buyer > How People Work > Unspoken Motivation


What is it?

The sad fact is that some of your buyers are working to unspoken motivations that they won’t share with you. To make the sale, we need to be aware of these motivations and adapt our approach accordingly.


Why does it work?

It works because some companies only pursue diversity or green energy to look good for example. They don’t actually care about the underlying positive impact of such actions, they simply want their brand to be seen to be doing good.  When you sense an individual is doing something just to tick a box, then they won’t be as receptive to your messaging and we need to adapt our approach.


How can you use it?

Remembering the notion that buyers want details and non-buyers want space, imagine I am talking with a client about hiring diverse talent for their company. When I talk about community impact and non Russell Group universities… they seem to be unfazed. But when I talk about the PR and marketing side of things, they want details and become interested.

Now, from an ethical point of view you need to decide if you want to work with businesses and individuals who aren’t doing things for all the right reasons, but whether this is an issue of vanity or diversity, this company will still hire diverse talent and make a good impact…

Some simple examples:

  • A business wanting to be seen to be doing something.
  • A business doing something because they have to, not because they want to.
  • An employee wanting to look good.


See also



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