Here's an interesting way to look at the selling process. Think of yourself as a detective on a quest to find your client's hot button, their emotional reason to buy?

I've always considered the term "hot button" to be a negative kind of phrase, but it doesn't have to be. A hot button is nothing more than an emotional trigger that causes someone to act. That action could be to throw a knife, to shout, to put a contract out on someone who crossed you or to buy something. I'm...