Every action by a prospect is motivated by a desire to accomplish some objectives
From your prospect's point of view, their actions are always reasonable, logical and consistent. To you, your prospect's behaviour may appear unreasonable, but this is only because you do not see things the way they do.
Once you have established the prospect's problem, you are faced with the job of creating acceptance and conviction in your prospect minds that your proposed solution is really the most suitable and desirable from the prospect's point of view.
Thus, in any sale situation, you will be wise to make a real effort to see the overall problem from your prospects point of view.
