We are living in the age of distraction.
As you’re reading this, your phone is probably lighting up with text messages, social media notifications, and emails advertising what’s on sale at your favorite store. All these things are at war for our attention.
On average, we consume 590 minutes of media each day. And how many are we actually absorbing? Only about a quarter of them. As a salesperson, your challenge is this: how do you make yourself stand out in a world where our brains are being inundated with information at every turn?
Well, you do it by identifying your client’s strongest psychological motivators and using that information to get them what they want more efficiently. When you master that skill, you’ll be amazed at how rapidly your sales will increase.I know because it works for me. Understanding the secrets of buying psychology has been the most valuable thing I’ve learned in my entire career, and the good news is that it isn’t as complicated as you might think. It all starts with learning the six human needs, which I covered in a previous webinar.
So how do you find out which category your prospect is in? It’s simple. You ask the Power Question: What’s most important to you about _________?
Ask that question. Then ask it again in a different way. And then another. Based on the answers you get, you’ll start to see a buyer profile emerge. That’s where the magic happens - you can craft your approach based on their psychological motivators, and then sit back and watch their buttons light up.
Here are the five categories of people you’re likely to encounter in a sales situation:
They make up 40 percent of our population. These are the people who want to join clubs, be part of their community, and feel a general sense of connection.
Biggest fear: Change
Motivation: For things to stay the same.
Possible sales approach: Emphasize stability. “This neighborhood has a great history and there are a lot of ways to get involved in the community.”
They account for 30 percent of our population. They’re the ones who drive flashy cars and want to see expensive homes (and they probably haven’t gotten prequalified).
Biggest fear: Getting found out.
Motivation: To have more sex.
Possible sales approach: Appeal to their aspirations and help them fire off movies in their mind. “This is a great swimming pool. Do you have friends who would come over and swim with you?” Now they’re imagining a splashy pool party, girls in bikinis, champagne flowing - you get the picture.
This applies to only about 10 percent of our population. These are the people who also have gorgeous cars - only they can actually afford them.
Biggest fear: Being mistaken for a faker.
Possible sales approach: They want to be seen as different than the faker, and acknowledged as such. “I think it’s wonderful you’ve arrived at a place in your life where you deserve to get exactly what you want.”
They make up 10 percent of our population - and the number is growing. They care about the environment, dislike conspicuous consumption (even if they can afford to do it), and they’re why Teslas and tiny houses are so popular.
Biggest fear: Being perceived as a consumer.
Motivation: Saving the earth.
Possible sales approach: Say you walk into a house with an outdated kitchen. You can make a comment like, “I really appreciate they didn’t throw this kitchen in a landfill. There’s still a lot of value in it.”
The Combo Packs
Alas, not everyone fits so neatly into one category, and you’ll probably run into this when you’re working with a couple who may have different values and motivators.
Biggest fear: It depends.
Motivation: It depends.
Possible sales approach: This will vary based on what type of purchase the person is making and why they’re making it. Asking the Power Question can help you get more than one look at their “category” and give you an idea of how to tailor your approach.
Now for your homework assignment - because practice makes perfect.
- Start asking the Power Question
- Ask it in multiple ways
- Suspect which group you think someone falls into
- Confirm it
Have some fun with this, and be sure to leave some comments below. I’ll be interested to see what you learn.