Imagine if you could have complete and total control over your prospects.
Think about that.
You’d never be short on cash. You’d never have a deal go sideways. You’d never face any unpleasant surprises.
Unfortunately, people don’t always do what we want. They do what they want. And a lot of what they want – or at least what they think they do – can be directly traced to the amount of media and advertising they’ve consumed during their lives (nearly 10 hours a day, to be exact). You’d better believe this is having a major impact on the way we think, what we do, and especially on how we buy.
The good news is that by understanding how media exposure is shaping the minds of our prospects, it’s much easier for us as salespeople to identify their motivations as well as their fears. When we can do that, we’re able to position ourselves as the person who can help them get what they want – and get it more efficiently. That’s not complete control, but it’s pretty darn close!
I’ve covered the five categories of people you’re like to encounter in a sales situation during previous webinars in my Buying Psychology series, but here’s the Cliff’s Notes version:
- The Joiner. 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.
- The Faker. 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 be desired.
- The Royals. 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.
- The Greens. They make up 10 percent of our population – and the number is growing. They care about the environment and dislike conspicuous consumption (even if they can afford to do it).
Biggest fear: Being perceived as a consumer.
Motivation: Saving the earth.
Alas, not everyone fits so neatly into one box, which brings us to our final category:
- The Combo Pack. This person (or it could be a couple or a committee) has traits from multiple categories
Biggest fear: It depends.
Motivation: It depends.
So, how do you win the business of the Combo Pack?
Imagine you’re selling a home to a couple. The first thing you need to do is determine which person is dominant. You can figure this out pretty easily by listening to what they say and also by observing their body language. Is one person looking to the other for permission? Which one is doing the talking?
Once you’ve honed in on who the primary decision maker is, you can begin to determine their motivations and their fears. How do you do that? You ask the Power Question:
What’s most important to you about ___________?
Then, listen to what they say (and who is saying it). If the dominant person talks about amenities, dig deeper. What kinds of amenities? If they talk about their desire to be be close to nightlife, they might be a Faker. Do they mention moving to a place where they can be part of a tight-knit community? They’re probably a Joiner. Keep asking the Power Question. Change it up. Drill down. Once you understand the true desires of the Combo Pack, I think you’ll be surprised how quickly the transaction will start moving.
This brings us to the end of the Buying Psychology series. I’ve sincerely enjoyed the time we’ve spent together, and hearing your success stories is the icing on the cake. Don’t worry, though. There are plenty more webinars to come and I hope you’ll join me for the next one. In the meantime, please leave your comments and feedback here. Or better yet, join our Seriously Happy Facebook group. We’d love to have you!