and i take it a step further: i’ve actually coded the route that decisions take within the buyer’s system (or the coachee, or the patient – it’s about facilitating the decision making for anyone). and i’ve developed a new form of question (Facilitative Question) that teaches the brain how to lump together all of the criteria that it needs to collect in order to make a new decision that meets its values.

it’s so far bigger than ‘understanding needs’. if i understand that you need to lose weight, or go to the gym more, etc. will that help you make a decision to go on a diet or go work out? it assumes that i’ll be able to persuade you better than you can persuade yourself.

i assume that if you know all of your appropriate (personal) criteria, and i can lead you through the sequences your brain takes to make new decisions, that you can figure out how to change yourself.

until or unless people decide to make these new choices for themselves,they will take no action, regardless of HOW MUCH another person ‘understands’.

as i said, i’ve developed a whole model on this. you may want to speak, or check out my work. the sales model of this i’ve named Buying Facilitation(R).