In this episode, Paul shares four common questions buyers think about when making a decision. Show Notes: Don't you wish you could read your buyer's mind? Selling is not only understanding your buyer's needs; selling is understanding how the buyer thinks. What's the short-term gain? Buyers are going to opt for a short-term gain over a long-term gain, even if the long-term gain is greater.  What am I giving up to experience that gain? People are going to focus more on what they stand to lose versus what they stand to gain. The gain should be twice whatever the buyer sacrifices.  What do I think about my current solution? People place a higher value on the things they already own versus the things they don't.  Buyers want the solution to be fair. The buyer's gain has to be fair compared to what they sacrifice.  Click here to purchase the latest copy of Value-Added Selling! Thanks to our editing team at The Creative Impostor Studios. Click here to book a complimentary consultation with Andrea to find out how they can partner with you in creating your own podcast. Tell them Paul sent you. *** Our show is updated weekly with the questions you ask. So, please go to the home page, subscribe, share it with your friends, but most importantly, ask the question that you want answered.  Thank you for tuning in. Make it a big day.