Ever wonder why inferno-level hot prospects suddenly ghost you when it’s time to buy?
Not gonna lie, this used to drive me absolutely insane.
Like “stare at my phone wondering if I should drunk-text a lead” insane.
One day I’d be having an amazing call with someone ready to throw money at me and the next day they’re ghosting me harder than I ghost girls after a bad first date.
Sorry, but it’s time to melt your face off.
Your customers are NOT deciding whether to buy your sh*t…
They ALREADY want it.
What they’re actually doing is desperately searching for permission to pull the trigger. And if you’re not explicitly giving them that permission – you might as well be working at McDonalds.
I learned this the hard way after watching more deals die than a Game of Thrones season finale.
And it all comes down to one thing most sales “gurus” are too stupid to understand…
People don’t buy products – THEY BUY JUSTIFICATIONS…
The human brain is a weird, messed up place. It’s constantly looking for ways to justify decisions it’s ALREADY made emotionally.
This is why you’ll spend 45 minutes researching reviews for a $30 gadget you’ve already decided to buy. Your brain isn’t gathering information – it’s gathering ammunition to justify the purchase you’ve already emotionally committed to.
And when it comes to sales, if you’re not feeding your prospects the exact justification they need, their brain has no choice but to say “maybe later” – which we all know is code for “never, you sales-failing douche.”
The “Permission Switch” is errrrrrrrythang
Here’s what nobody tells you:
Every single prospect is sitting there WAITING for you to flip their internal permission switch.
They WANT to buy. They NEED what you’re selling. But their brain has this annoying little bouncer that stops them from whipping out their credit card unless they can justify it.
So instead of sitting there with your thumb up your ass wondering why people aren’t buying, start giving them permission through justification.
The secret to creating justification is stupid simple…
Attach your justification to THEIR outcome.
Not your product features. Not your “amazing” benefits. Just the outcome they’re already obsessing about.
Then you do the math FOR THEM.
Let’s say you’re selling some $2,000 service. Most sales bros/bras focus on “here’s what you get for $2,000.”
WRONG.
Instead, do something like: “You’re not really paying $2,000. What we’re doing here is investing $2,000 to generate $10,000 in the next 90 days. I’m only getting a small fraction, and you get the rest. I think that’s more than fair.”
See what I did?
You did the math FOR THEM.
And you used the word “fair” – which is like sales cocaine.
Everyone wants to be fair. No one wants to admit they’re an a$$hole who isn’t fair.
But wait! What if your thing doesn’t directly make them money???
Simple.
You invert the formula.
Instead of dollars, calculate the time, energy, and emotional bullshit they avoid by working with you.
“Without this, you’re looking at 6 months of frustration, 200+ hours of trying to figure it out yourself, and probably still getting it wrong…ORRRRRRR we can knock this out in 4 weeks with proven results. Which feels more fair to you?”
But the real next-level stuff is tapping into WHO they become when they buy.
Every purchase is secretly an identity purchase. People buy things because of who it makes them. The ambitious entrepreneur. The caring parent. The badass professional.
Ask yourself: Who does your prospect BECOME when they buy from you? What does it say about them as a person?
Then hand them THAT justification on a silver platter.
Most sales pitches fail because they focus on the wrong shit…
Such as…
- Features nobody cares about
- Benefits that don’t connect to emotional outcomes
- Discounts that actually DECREASE perceived value
- High-pressure tactics that trigger the brain’s threat response
Meanwhile, your prospect is sitting there thinking, “This all sounds great, but I can’t justify spending the money right now.”
Translation: “You haven’t given me permission to buy this.”
So yea, here’s the “Permission Formula” that never fails…
- Identify the outcome they’re obsessed with
- Do the math FOR THEM (dollars, time, energy, whatever)
- Use the magic word “fair” to trigger their ethical self-image
- Connect the purchase to WHO they want to be
- Give explicit permission: “This is why it makes complete sense for you to move forward today.”
This formula is so simple it feels like cheating.
But I’ve watched it turn dead deals into cash-in-hand so many times it’s almost boring now.
Here’s the thing most experts will never tell you…
Everyone’s walking around with their own invisible permission barrier.
Some people need more justification than others.
Your job isn’t to “overcome objections” – it’s to help people give THEMSELVES permission to do what they already want to do.
When you realize this, sales stops being a battle and starts being a permission-granting service.
Look, at the end of the day, people want to buy your shit.
They’re literally waiting for you to help them justify it.
If you’re not doing that, you’re basically burning money.
So maybe stop focusing on closing techniques and start focusing on permission-granting justifications.
Because when someone has permission to buy, you don’t need to close them.
They close themselves.