Customers are motivated to buy for their reasons, not ours, and deep down, they buy a benefit you offer for one of two reasons; to avoid pain or gain pleasure.
To be an excellent salesperson then, it would be important for you to recognise whether a person is a “towards pleasure” person or an “away from pain” person so you can describe the benefits of your product in the appropriate way.
For example, if you were promoting a stress management programme, the customer might be influenced to attend if you told him the programme was guaranteed to reduce stress (“away from pain”) or he might be motivated to attend if you told him he would improve his functionality (“towards pleasure”.)
It is therefore important to listen to the customer’s language when you are finding out his needs. Does the customer talk in “away from” or “towards pleasure” language.