Mastering the Six Human Needs to Win Big in Sales

In sales, understanding your product or service isn’t enough. To stand out, you need to understand your prospects on a deeply human level. Jason and Mary Forrest have adapted Tony Robbins’ renowned Six Human Needs framework to revolutionize how sales professionals connect with their customers. This approach goes beyond closing deals—it’s about creating meaningful, lasting relationships by aligning your sales process with the psychological needs that drive every decision. If you’ve been in sales for decades, this strategy will show you how to take your expertise to the next level.

Certainty Builds Trust and Reduces Buying Anxiety

Certainty is the cornerstone of decision-making. A prospect will only move forward when they feel confident and secure in their choice. Research shows that 87% of buyers cite feeling “confident in the decision” as a critical factor in purchasing.

How to establish certainty:

• Set the agenda early in the conversation to provide structure and clarity.
• Communicate with conviction using confident tonality and statements like, “Here’s what happens next.”
• Avoid ambiguity by presenting a clear roadmap for the sales process and the solution’s implementation.

Certainty isn’t just about facts; it’s about making the buyer feel they’re in capable hands. Creating a stable and predictable environment helps eliminate hesitation, making prospects feel secure enough to say yes.

Variety Keeps Buyers Engaged and Avoids Predictability

Prospects crave variety to stay interested in your pitch. A monotonous sales process won’t just bore you—it will bore your buyer. It is critical to emphasize creativity and engagement as essential components of variety.

Ideas to keep the process fresh:

• Use personalized follow-ups like selfie videos or creative emails. For example, Jason’s “selfie to CEO” approach boasts a 99% open rate, a testament to the power of unique touchpoints.
• Incorporate interactive elements, such as live demos or collaborative exercises during Zoom calls.
• Vary your tone and delivery to prevent sounding rehearsed or robotic.

When prospects find your approach unexpected and engaging, they’re more likely to stay focused and open to your solution. Variety doesn’t mean reinventing the wheel—it means adding just enough excitement to stand out.

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Significance Drives Decisions and Promotes Bigger Buys

Making a prospect feel important isn’t just a courtesy—it’s a sales strategy. Buyers who feel valued are more likely to invest significantly in your solution. According to a study by HubSpot, 78% of buyers are more likely to buy from a salesperson who makes them feel respected and valued.

How to help your prospects feel significant:

• Celebrate their progress by highlighting the smart decisions they’ve already made.
• Reflect their language and values to show you truly understand their priorities.
• Avoid belittling past choices or alternatives they’re considering. Instead, frame your solution as the next logical step in their journey.

Significance is about helping prospects recognize their worth and the importance of their decisions. When prospects feel big, they buy big.

Connection Transforms Transactions Into Relationships

The best salespeople excel at creating emotional connections. Prospects aren’t just buying a product—they’re investing in a relationship built on trust. Effective connection stems from shared stories and genuine empathy, fostering a sense of understanding and rapport that resonates with the buyer.

Strategies to foster connection:

• Use on-ramps like “That reminds me of a client who…” to share relevant success stories.
• Develop a personal connection by briefly explaining why you chose to work for your company and what excites you about your role.
• Avoid irrelevant anecdotes that don’t tie back to the prospect’s needs or goals.

In a world of transactional sales, authentic connection is the differentiator that builds long-term loyalty.

Growth Demonstrates Value and Future-Proofs Your Solution

Growth is what transforms a short-term solution into a long-term partnership. Buyers want to know that your product or service will evolve with their needs. Yet, 67% of buyers hesitate to invest when they feel uncertain about long-term value.

How to showcase growth:

• Present your solution in phases. For example, start with stabilizing the current problem (Phase One), then introduce scalable options (Phase Two), and finish with future-proofing strategies (Phase Three).
• Highlight how your solution adapts to changing circumstances, ensuring it grows with their business or personal needs.
• Use language that assures them, such as, “This is designed to support you now and five years from now.”

Growth provides a vision for the future. When buyers see that your solution evolves alongside their needs, they’re more likely to invest with confidence.

Contribution Links Your Solution to a Greater Purpose

The need for contribution connects your solution to something bigger than the transaction. Buyers want to know how their decision will positively impact others—whether that’s their family, team, or community. According to Deloitte, 76% of buyers are more likely to purchase from brands that align with their values.

Ways to highlight contribution:

• Ask questions like, “How will this decision impact your team or family?” to prompt them to articulate the ripple effect of their choice.
• Frame your solution as part of their legacy, such as improving their company culture, boosting team performance, or creating lasting memories for their family.
• Share examples of other customers who’ve used your product to make a meaningful difference.

When buyers see the broader impact of their decision, it reinforces their commitment to moving forward. Contribution is about tying the sale to something bigger—a mission, a legacy, or a purpose.

Identifying and Addressing the Missing Need

The ultimate sales strategy is identifying which of the six human needs isn’t being met by your prospect’s current solution. As Jason Forrest advises, “You can’t force a prospect to buy, but you can become the missing need they didn’t know they were looking for.”

How to uncover the gaps:

• Ask open-ended questions to discover where their current provider is falling short.
• Match your solution to the needs they value most, such as certainty for risk-averse buyers or variety for those craving excitement.
• Avoid overselling. Focus on aligning your offering naturally with their unmet needs.

When you become the missing piece, the decision to work with you feels like the obvious next step. The goal isn’t just to sell; it’s to align your solution so seamlessly that saying no feels counterintuitive.

How to Put the Six Human Needs Into Action

Applying the Six Human Needs framework takes practice and intentionality. Start by evaluating your sales pitch and identifying which needs you naturally address and which you may be overlooking. Jason and Mary suggest a self-assessment exercise:

• Review your process and ask, “How am I addressing certainty, variety, significance, connection, growth, and contribution?”
• Practice vocal exercises to ensure your delivery aligns with the confidence you want to project.
• Role-play with a colleague or mentor to refine your ability to uncover and meet the prospect’s needs seamlessly.

By embedding these principles into your daily interactions, you’ll create a sales experience that resonates deeply with your customers. The Six Human Needs framework isn’t just a tool—it’s a mindset that elevates your sales process from transactional to transformational.

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