Peter Vander WallFounder driving creative community growth

Stop selling the boring version of your service

Name: Stop selling the boring version of your service
Uploaded: 2025-06-27T12:17:10+00:00
Duration: 49 s
Channel: Peter Vander Wall
Description: Speaker (Peter Vander Wall) advises salespeople to "create a gap" between a client's current state and desired future, and to probe beyond surface-level…

27 Jun 2025 · 1 min

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Speaker (Peter Vander Wall) advises salespeople to "create a gap" between a client's current state and desired future, and to probe beyond surface-level, transactional motivations (e.g., "I want to save $50,000 in taxes") to uncover softer emotional goals (investment plans, time freedom, growth ambitions). The speaker argues that understanding these deeper motivations lets you position your service as a trusted advisor and command greater value rather than being purely transactional.

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We need to create a gap. This is classic sales. And what the gap is, is we understand here's where they are today and here's where they want to be in the future. And this can't just be like, surface level. Like, Oh, I paid $50,000 in taxes last year and I'd like to not have to do that again. Like, that's a very basic surface level gap. But I actually want to know, like, what are their softer, more emotional pain points? What does not paying a huge tax bill every year allow them to do? Are they looking to invest into their next property? Are they looking to scale their business more quickly? Are they just looking for like, financial and time free? Are they trying to become the richest person in the world? There's so many different reasons somebody could want to save money on taxes. And if all you understand is that they want to save money on taxes, then the service becomes very transactional. And obviously we don't want to be transactional. Like, we want to be a trusted advisor to them because that means they value our service more.