Bottom line is that you don't. You can't convince anyone of anything if they don't have an open mind about it.To be honest, it's actually better for you to refer the project off than to spend the energy working at someone who has already decided not to work with you.With that being said, sales are all about helping someone make a decision.If you are looking for someone to do something that they don't really want to do (and that's to spend money), you need to find a legit reason that is big enough for them to do so.-------------------? For full show notes to this episode & more resources for you.-------------------Get someone to do something they don't want toThis means you have to understand what the motivation is of that person. In my experience businesses are motivated really on the basis of 2 big reasons. Both are related.They want to get more money. Or they want to save time (which translates into getting more money eventually through profits).The tricky part of this comes in when you want to discern if someone is basing their decision off of emotion or logic. The reason it's tricky is that their buying decision will be because it's both emotional and logical.I'm always talking about how you should learn to trust your "gut" and tha if something doesn't feel right, than steer clear right? Well that's even more true with someone buying from you.They need to feel that the purchase is the right decision before anything else, even if it's the logical choice to make.For example, ever have an argument with your brother or sister or good friend where you know you are right. Facts of a night out or story growing up. You both start arguing back and forth it's so heated that all logic goes out the window. It doesn't even matter if you are saying that the sky is blue because they feel that it's red.You can't convince them otherwise, because their emotions are dictating their thinking at this point.So you have to start by getting their emotional side of the brain to buy-in before all else.Get their emotions on your sideYou can do this through empathizing with them.You can do this by sharing a similar experience another client of yours had where you helped them.Another way to do this is by asking a question. In the book by Phil M. Jones, Exactly What to Say he offers to use "How would you feel if...?" as a prefix to a future scenario."How would you feel if you got 100 more customers?""How would you feel if your website was 2 seconds faster?""How would you feel if your competitor outranked you and you lost a good portion of your organic traffic?"That last one is one that I actually asked an existing client of mine a few months ago because that was a trend that was happening with them. They signed on a new engagement to perform a site performance and overhaul.When I read *Exactly What to Say* a couple of weeks ago and saw this example in the book, a light bulb went off in my head because it's something that I've seen work time and time again in my own sales conversations.When you understand the motivation and emotion that a client has around the problem they are faced with and can create that scenario for them, the more likely you are going to get someone to sign.