To find what motivates your clients, look for their baggage.

If you’ve read even one popular psych book, you know every relationship comes with baggage.

Your last one ended with everybody crying.

You felt betrayed because you’d trusted that person so much.

Or you had a great experience and mutually agreed to part ways on a positive, loving note.

When you someone new, you come with all those memories, buried emotions and, traumas. It takes a while to put all that in the past…and you’re wary at first. Or maybe you think, “I know what I’m doing now. I’ve learned from my experience. This one’s going to be great.”

So it seems reasonable to believe your prospects come to you with a stack of baggage.

You’ll discover the contents of their baggage truck when you dig into their backstory.

“Last time I hired a web designer, he charged me a bundle and then disappeared when the job was half done.”

“The last lawyer I hired was rude and sarcastic, and he never returned my calls.”

“I’ve been looking for a way to get my team to work together and get the project done on time. I’ve tried everything the management gurus recommend.”