Discovering Buyer Motivation

PROGRAM DESCRIPTION

Join Sales Assembly and Jon Rydberg for Discovering Buyer Motivation, part of the Qualification certification.

This module equips sellers with strategies to uncover what is driving a buyer’s interest and urgency. Participants learn how to explore emotional motivators, internal pressures, and business goals. Includes motivational frameworks that support value-based selling and opportunity prioritization.

WHAT YOU’LL WALK AWAY WITH

• Pain, gain, risk: find which lever is driving the deal, then quantify it.
• Questions for each lever: know what to ask when something is broken, when there’s upside to capture, or when a deadline looms.
• Interest is not intent: trust what the buyer has done over how the call felt.
• Test your champion: ask them to get you the economic buyer meeting.
• Tie it to a top-three priority: a nice-to-have gets deprioritized and ends in discounting.
• A learner takeaway guide with two exercises for that week and ready-to-use AI prompts.

FROM A PREVIOUS SESSION

152 attended ◦ 4.49/5 average rating

“MEDDIC and Three Moves to Create Momentum stood out the most. I’m realizing that I have not been qualifying my deals well enough.” Account Director

Watch a clip from the last session

ADDITIONAL INFO TO KNOW

This program was built in collaboration with one of our Executives-in-Residence. To earn the certification, complete all required live programs (in any order) and be live on Zoom for at least 40 minutes of each. The program is open to all employees of Sales Assembly member companies who are logged in to their account (for help, email support@salesassembly.com), and all registrants comply with our Terms and Conditions.