May at 12:11 pm #47019
People feel motivated to act for various reasons. When it comes to motivating customers to buy, talk to their desire to FEEL happy in a certain situation. How does that happen? By understanding what really matters to them.
Motivating Customers Means Engaging Meaningfully With Them
Suppose you sell high ticket items like a car. Buying a car is a lengthy process because the buyer needs to understand why he or she needs to buy a car. For the sales person he or she needs to understand what drives the person to finally buy a new car. Once you really understand what matters to your prospects, give it to them in the WAY they want it. For our car buyer, the sales person needs to build a caring, meaningful, trustworthy relationship with the prospective buyer. That means engaging meaningfully with your prospect. Engaging meaningfully also means you only sell a car that really solves the prospect’s pain.
Why are you in business? To serve people. You serve people by showing you genuinely care about them. So, in our example, suppose a prospective car buyer comes into your store. What’s the first thing you can do to start building trust with this person?
Being your real, true self. Being your true self, show that you care by suggesting the best solution for the situation. This might also mean that your commission is lower but it will be a good way to run your business and build trust with your target.
The car buying customer is in some type of pain. Talk to that pain and show how buying a new car eliminates that pain. First, it is necessary to identify the prospect’s “pain” that drives themto go out looking for a new car. When you really understand their pain, you can suggest which car will best eliminate that pain. When you can provide the vehicular pain relief your prospects seek, these people know you really care about them.
How do you identify a prospect’s pain? You talk as if YOU have had that SAME pain. Use your imagination. If you were in some type of emotional pain which drove you to go buy a new car, what would drive you to get that new car? When you can relate to your prospect’s pain, and talk about how you eliminated that same pain, you are motivating customers to take action like you did in the same (or very similar) situation.
Okay, so after you go through this mental rehearsal, write down the questions that came to your mind about what’s driving your pain. Then, ask your prospects these same types of questions that reveal what’s at the heart of the emotional pain.
When it comes to motivating customers, people may not remember your name in a few months. But, they WILL remember how you made them FEEL during the car buying process.
Be an active, caring listener. That means when the prospect is talking, you are not. Write down what the prospect is saying really matters to him or her. Use this information in a way that works for your prospect. This is another key factor in motivating customers to take action.
Don’t be pushy but be assertive. Talk about benefits to your prospect of buying a certain car that really does fit that person’s needs.
Answer your prospect’s questions truthfully in a way that your answers keep supporting what really matters to your prospect. The only way you can find out what really matters to your prospect is to ask him or her up front!
May at 12:35 pm #47027
I especially liked these points:
“When it comes to motivating customers, people may not remember your name in a few months. But, they WILL remember how you made them FEEL.
Be an active, caring listener.”
Applies whether in business or in life.
May at 6:14 pm #47033
Thank you, Carol for reading my post. I’m glad you found it useful.
May at 10:35 pm #47055
Great points as usual. May I add a couple of amplifications. For one, I actually spent several years spending millions to solve problems – not my millions I admit – and I got all kinds of sales approaches. I actually often wanted to buy something because I needed to solve multi-million dollar problems but so many sales people failed on so many levels. That was despite the fact I was actually ready willing and able to pay if only they were actually willing and able to build a relationship with me that allowed me to trust. In short, they just needed to be interested and listen properly, instead of trying to bury me into surrender. As Covey said, be interested instead of (trying to) be interesting. Keep educating people Beverly!
June at 5:14 pm #47060
Anthony, point well taken. As Covey says, genuinely be interested. Now this idea just came to me…
When you take the time to genuinely be interested in what someone else is saying, you are actively listening. Those who actively listen are keeping their mouths closed and their minds open. They are listening to see and hear what they can learn about the other person and their situation. When we truly understand what really matters to our prospects, we are focusing on being interested instead of interesting to them.
Imagine making active listening the goal instead of hurrying a prospect through the sales funnel. You are giving the precious gift of time to the prospect. I believe people just want to feel heard. When we give our time to people, and confirm that we hear and understand them, we are making an important connection. I believe that when prospects see us as really interested in helping them solve their problems, they feel more motivated to change. Coaches are all about helping people feel comfortable with change. So, thanks for sharing Covey’s insight to be interested. I like it!
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