🎙️ Episode Title: Moving Away vs Moving Toward Motivators🧠Overview
In this episode of Beyond the Close, Caleb Lesa breaks down one of the most powerful psychological patterns driving all human decision-making — the difference between “moving away” and “moving toward” motivators.
Understanding which one your prospect operates from can completely change how you communicate, connect, and close.
The Two Core Motivation Types
Moving Away: Motivated by avoiding pain, failure, fear, or discomfort.
Moving Toward: Motivated by achieving success, love, freedom, or desired outcomes.
Why Most Salespeople Miss This
When you motivate the wrong way (e.g., use “toward” language with an “away” prospect), it feels like speaking another language — and the sale falls flat.
The Psychology Behind It
These motivation styles form in childhood — shaped by experiences that taught us what to avoid or what to seek.
They are called meta patterns — deep, universal mental frameworks hardwired into how people make decisions.
How to Identify Each Motivator
Moving Away Prospects: Use language like “I don’t want…” or “I’m sick of…” or “I just need to stop…”
Moving Toward Prospects: Speak in terms of goals — “I want to achieve…” or “I’d love to get to…”
How to Sell to Moving Away Buyers
Don’t stop at surface-level statements like “I don’t want to lose sales.”
Drill deeper: “What happens if you do?” → Uncover the emotional pain beneath the surface (fear of failure, rejection, etc.).
How to Sell to Moving Toward Buyers
Use defining terms: when a prospect says, “I want to make more sales,” ask, “What do you mean by more?”
Clarity creates commitment. Define vague desires into measurable, emotional goals.
Why This Skill Doubles Your Close Rate
Mastering motivational language can boost conversion from 30% to 50–60% — because you’re finally speaking to the real reason your prospect buys.
“There are so many sales hidden in this skill — knowing how to elicit what people are actually moving away from or moving toward is the difference between a good rep and a great one.”
By understanding whether someone is moving away from pain or toward pleasure, you gain access to the real emotional drivers behind their decisions.
This is how you create instant rapport, handle objections effortlessly, and make sales feel natural — not forced.
🔑 What You’ll Learn🧩 Key Quote❤️ Final Thoughts
