Desire. For something that will enhance one or more of the things we all want from life:
Community and a sense of our place in that community.
And once we’ve formulated our desire, we want the process of satisfying it to contribute too. So that unless we’re buying to satisfy an urgent and basic need, we want to be in control of our buying process. We want to research possibilities, weigh up alternatives and make a considered selection. Indeed sometimes, it’s the process itself we desire, rather than the thing we actually purchase.
If this is how people buy, then in order to sell effectively you need a process that matches and mirrors it.
That means that sharing your Promise is not selling. It’s helping the people you serve to find everything they’re looking for.