Many books on sales will tell you that a person will buy either to gain a benefit or to avoid a problem. Once you have asked the question Why is that important, to determine a Toward or Away From motivation, you can use the appropriate Influencing Language. If you want to sell a house to a Toward family, you might tell them (if it matches their Criteria) that this house is close to the schools, has lots of room, and is near public transport. For an Away From family, you could say that it isn't far from the schools, isn't too small, and you don't have to walk miles to get to public transport.
