The third component is Educate. Now that you connected with your prospect on an emotional level you must give them enough quality information to make them feel like they can make an informed decision about how to solve their problem or gain a needed benefit.
Again, you do this by giving your prospect enough quality information to address their emotional need. Remember, the component is called educate. So, you are educating them. This step is ultra-critical, and it turns the sale from an emotional sale to a logical one.