“Once we have determined their goals, the next part of the process is digging into the why. People buy because they have a vision deeper than just “make more money.” As a salesperson, it’s easy to think they just want money to buy stuff, but when I actually started to dig, money meant freedom. But I didn’t stop there. Freedom meant that they could leave their nine-to-five job they hated and do something they were truly passionate about. Now I could have stopped there and moved on feeling like I discovered the why but kept going. So I asked, “Why is it important for you to leave your nine-to-five?” The answer: “Chad, I never see my kids.” He said, “I was divorced five years ago, and I now work six days a week, and my kids are playing sports, and I can never go to game or even have the opportunity to take the time off to see them. You see, if I take time off, I can’t pay my bills. I’m tired of living a life on someone else’s terms. My family deserves more.”