#1: Their History. Where are they coming from? How did they get here? What do they know about your and your firm? What dealings have taken place in the past?
#2: Frames of Reference. What ideologies and situations might affect their decision-making? Do they have a certain way of viewing your offering? How do they feel about their own firm?
#3: Needs and Desires. Where do they want to go? How do they expect to feel when they get there? How do they think they’re going to get there? What do they think will prevent it?
#4: Likely Objections. What is going to cause them to balk? How fervently do the believe in that objection? How real is it? Might it block the deal, no matter what you say or do?
#5: Capacity to Act. Are you communicating with decision-makers or seat-warmers? If decision-makers, what decision do you want them to make? If not, why are you talking to them?
#6: Decision-making Style. If they’re decision-makers, how do they make decisions? Are they all about facts and figures? Or do they decide according to a gut feeling?
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