Why Great Salespeople Never Use One Script For All
The job of the salesperson isn’t to push, it’s to align
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Introduction
One of the most underrated but most powerful skills in sales is the ability to understand and assess the financial stability of your prospect.
A good salesman doesn’t just pitch a product.
A good salesman matches the benefits of the product to the buyer’s financial profile.
Let’s break this down with a real estate example.
Scenario 01 - The loan-based buyer
Let’s say your prospect is buying an apartment but will rely heavily on a loan.
In this case, here’s what matters to them:
- Easy access to public transport
- Proximity to business districts (shorter commute = cost savings)
- Loan payment flexibility and lower EMIs
- Assured timelines and faster possession
The focus here is on convenience, cost-efficiency, and stability.
Scenario 02 - The full payment buyer
Now let’s say your customer is paying in full — no loans involved.
This person is likely to be financially secure and is looking for value upgrades.
Here’s what will catch their interest:
- Premium features like exclusive car parking or larger balconies
- Choice of floors or apartment layouts
- Complimentary clubhouse memberships
- Offers on buying multiple units or upgrades
- Investment potential and long-term ROI
This buyer values exclusivity, perks, and smart investments.
The golden rule of sales: tailor everything
Sales is a custom-fit game, not a one-size-fits-all strategy.
Here’s what it always comes down to:
- Understand your prospect’s financial position
- Understand their needs and current pain points
- Tailor your pitch to fit their profile
- Show them the value they care about most
If your sales team is running on one universal script, you’re leaving a lot of money on the table.
Food for thought
The more time you spend understanding your prospect, the less effort you’ll need to close the deal.
Because when the offer sounds like it was made just for them they’ll feel heard, feel valued, and be ready to say yes.
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Prompt used to create the image for the note
P.S.: Image made on Meta AI using the prompt, “Imagine a salesperson selling an apartment to a couple who look like they're working professionals in their late thirties with a limited budget”