In business sales, the client’s dream is what motivates them to move forward and purchase something that will give them what they want.  The item purchased is not the dream itself; it’s merely a conduit to getting what they desire.  Your ability as a business person to articulate the value of the item in the client’s dream language will determine your sales success.

Yes, your client has a dream language.  And in addition to that each client’s dream language will be different.  Their values, life experiences,  wants and needs will all contribute to this dream – your job is to figure out what it is and how to make it happen. So, how do you use their dream language to create business?

Try the following steps to establish the client’s dream:

1. Discover the Dream – Find out what type of business you will be conducting together.  Ask specific questions to discover what the item being purchased means to your client.  What will they use it for? What area of their life does is serve?  Who will benefit?
2. Reflect on the Dream – Ask yourself what emotions you hear.  What intensity do they have?  Put yourself in the client’s place and try to experience the emotion the client has.  Your business with this client may depend on a clear understanding of what they are really hoping to achieve or attain.
3. Experience the Dream – Say to your client, “Let me see if I understand you, it’s like this…”, then describe what all the five senses would be like if you were experiencing the dream.  Be articulate. This is your chance to build the dream, and the business, with this client.  Saying “The leather on the chair feels good,” is different than, “This leather is so soft it feels like a second skin, warm, gentle and comforting.  You cannot help being relaxed and at home when you sit down.”
4. Adjust Your Delivery – When you think that you’ve got a good idea of what the dream is, ask the client how close you are to understanding their dream perfectly.  If you’re not getting the idea, ask them to teach you what the experience will be like.  Ask them, “What else needs to be added to the experience to make it right?”  Remember, your tone of voice and pace are highly important to creating an experience.  Matching your client’s rhythm is a good step towards using their dream-language.
5. Make it Real - Use any and all words that the client uses to describe what experience they are looking for.  Consider it like understanding the terminology in any specialized business: Doctors use medical terms, professors use educational terms, coaches use athletic terms and your client will speak in terms that strike home with their dream.  Their words are a doorway into their dream-language.  Watch for body language and facial expressions to see where they begin to light up.

To learn more about Business Coaching in Canada contact www.richgrof.com.

Author Bio:

Rich Grof is a Transformational Change Catalyst who incorporates innovative thinking with leading edget training styles to create a learning experience like no others.
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Copyright © Rich Grof 2011 – www.richgrof.com – 1.705.881.1730
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