Like me, you may have noticed that most people focus mostly on themselves.

Now I don’t mean that people aren’t empathetic and supportive.

I see evidence where they are every day.

What I mean is that when people are making buying decisions, it is usually all about themselves.

Their wants and their needs.  Well that makes sense doesn’t it?

They, like you and me ask ourselves What’s in it for ME before we make most buying decisions?  Why would I want a particular product or service?

  • Will it work?
  • Can I find the same thing for cheaper price?
  • Will it solve my problem?
  • Is it exactly what I want?
  • And many more ME questions…

If you know how to find your clients pain points, focus on the W.I.I.F.M. you will be able to overcome any objections and rather than feeling like you are forcing a sales conversation, they seek you out to you to buy instead.

You create opportunities when you focus on W.I.I.F.M.

You build authentic relationships when you focus on W.I.I.F.M.

And you develop trust when you focus on W.I.I.F.M.

Consider how you can discover what your client’s greatest pain points are. Once you understand the pain points and how your offer can help your clients, you won’t have to worry about overcoming objections as there won’t be any.

Which means the pressure is off as you won’t be selling.  Your clients will be buying from you instead.


  1. To establish the pain points
  2. To prioritise the relationship rather than the sale
  3. To always focus on W.I.I.F.M.

Best wishes till next time.


Author of “Good Girls do Sell – The Modern Business Woman’s Guide to Authentic Selling”

P.S. To learn more about overcoming anxiety around selling register here for this workshop