Presenting Compelling Reasons for Your Prospects to Buy

Business Relationship Management
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When you first start to interact with a person (in business), you begin to build your relationship together, which takes time and effort. Just like other meaningful things in life, you need to grow your relationship and nurture it until it is strong and enduring. Your relationship is at the heart of your success in business.

Communicate compelling reasons why your prospects should buy

When it comes to writing content, if you want to really move your prospects, you will need to make sure that your written communication is compelling enough to capture the attention of your prospects in a profound manner. You need to not only be concerned with what you write but you also need to be concerned with how you say what you say. It is important to remember that if you don’t share the right kind of content, other people will not even bother to read it. That is the last thing that you want or need.

In essence, you will need to use your content to get through to your prospects on an emotional level. In that situation (just like you do with all of the content that you write), you will need to tell a story that resonates with the other person so that he or she reacts in the way that you want him or her to react. Emotion is a key ingredient when it comes to reaching your prospective buyer. Without it, you will be finished before you even begin.

People are wary of the hard sell

Even though selling your product(s) and/or service(s) is your ultimate goal, there are many steps and a lot of time and effort that you need to go through before you get anywhere near the point when you actually sell anything.

Interestingly (and perhaps surprisingly), you have more control over the emotions of the reader than you may imagine. When it comes to developing your relationship with your prospect, you not only need to come to understand what the other person wants but you also need to come to understand why the other person wants and needs what he or she wants and needs. That is a lot deeper than simply understanding what is needed.

Becoming well acquainted with the other person

As you go through this process of learning what the other person wants and needs and why he or she wants and needs whatever that is, you are really allowing the relationship between you to deepen and to become more meaningful. The deeper the relationship between you, the more likely that person will be to buy what you are selling and to share a relationship with you that will go on for a very long time.

It is a well-known concept that relationships are built on trust, credibility, and your being regarded as a subject matter expert (SME). That means that the next time the other person needs what you are selling, he or she will come to you before anyone else. However, in order to make that happen, you need to work hard on the relationship. You need to interact, take part in meaningful discussions, answer questions, ask questions, etc., that may be of interest or importance to the other person.


There are many different compelling reasons why your prospects may decide to buy what you are selling. What you are sharing will undoubtedly be valuable and educational as well as compelling. It is very important to remember that you must always be as clear and concise as possible in your communications.

You also want to make sure that the other person has a clear understanding that he or she will be gaining something of value through interactions with you. It is also important for you to remember that it is perfectly appropriate for you to ask for what you need from the other person. You will do that through your call to action. You may be surprised at how many people will be willing to give you what you need. It all depends on the approach that you take.

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Carolyn Cohn

Co-Founder and Chief Editor at CompuKol Communications LLC

Carolyn Cohn is the Chief Editor of CompuKol Communications LLC. Mrs. Cohn has a wealth of experience in business writing as well as having a strong editorial background. She manages all of the company’s writers, journalists and editors as well as writing, editing and publishing several business articles a week on a consistent basis, which are syndicated globally.

Mrs. Cohn has run several editorial departments for other companies. She has over 25 years of editorial experience and her expertise covers a wide range of media, such as online editing, and editing books, journal articles, abstracts, and promotional and educational materials.

Throughout her career, Mrs. Cohn has established and maintained strong relationships with professionals from a wide variety of companies. The principle that governs her work is that all words need to be edited.

Mrs. Cohn earned a Bachelor of Arts degree in English from the State University of New York (SUNY) at Buffalo.

Mrs. Cohn is a member of the American Medical Writers Association (AMWA).