There are only two things that motivate people in any aspect in life. They are, pleasure and pain. In other words, when we pursue pleasure, we try to move toward something. When we avoid pain, we try to move away from something.
For example, when it’s time to buy a new car, we move away from the pain of our old car breaking down. When we buy a new car, we might feel some level of enjoyment,
but depending on the type of car, we may not feel a significant amount of pleasure. It all depends.
For example, suppose someone is driving a 1980 Toyota Corolla that breaks down and decides to go ahead and buy a 2010 Toyota Corolla. In that case, this is undoubtedly motivated by avoiding the pain of that old car breaking down. Will the new 2010 Corolla bring them ‘pleasure’? Personally, I wouldn’t say they experience pleasure, but they certainly avoid pain and are now in what we call the neutral zone. There is no longer any pain.
On the other hand, imagine if you drive a 2010 BMW and you happen to win a 2019 Porsche in a raffle. Do you think you would feel a great deal of pleasure driving your new Porsche? I know I would.
The reason I’m telling you this, is that your customers are only going to be interested in wanting to talk to you further or to arrange a meeting if they are currently experiencing some type of pain in their working life, or if you can show them something that is going to make their life easier (pleasure).
Just remember, most humans are motivated more by removing pain and gaining pleasure. People are more inclined to take some type of action to buy your product or service if they are already experiencing some level of discomfort or pain based around what your product or service can do for them.