Want to Close More Deals?
Apr 29, 2025Sales isn’t just logic — it’s human.
And the best sellers don’t just pitch products — they influence people.
I find that the READ Framework helps you tune into how buyers think, feel, and decide — so you can adapt your approach and close with confidence.
Here’s how it breaks down:
R – Recognise the Buyer’s Style
Are they analytical or emotional? Fast-paced or cautious?
Tailor your tone, pace, and content to match their communication and decision style.
E – Empathise with Their Situation
What pressure are they under? What’s at stake if they get this wrong?
Show them you get it. Trust is built when buyers feel understood.
A – Align to Their Priorities
Don’t just sell your features — speak to their outcomes.
What do they really care about? Time, cost, reputation, risk?
Make your value story theirs.
D – Direct the Conversation to Action
Influence isn’t passive. It’s about guiding the buyer to a clear, confident decision.
Ask for the next step. Create urgency. Make it easy to say yes.
People buy when they feel confident, heard, and supported.
The READ Framework helps you lead buyers there — without pressure, tricks, or discounts.
If your team’s deals are stalling late in the game, it’s time to focus less on pushing — and more on influencing.
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