What comes to mind when you think of tiny houses, Priuses, and recycling bins?
If you said “green living,” you’re absolutely right. And there are a lot of people out there whose lifestyles reflect their motivation to save the earth and make it a healthier, happier place.
Experts in buying psychology have dubbed this group of people “The Greens,” and advertisers are spending millions to market their products to appeal to them. It’s no wonder – they make up 10 percent of our population, and their numbers are growing every day. They also tend to skew younger, making them incredibly attractive to marketers.
Here are a few characteristics of the Green:
- They care about the environment
- They dislike conspicuous consumption, even when they can afford it
- They’re why earth-friendly technology is so popular (think Tesla)
- They want to be good stewards of their prosperity
- Their biggest fear is being perceived as a consumer.
As a salesperson, how do you know when you’re dealing with someone who falls into this group? You ask the Power Question.
What’s most important to you about _________?
Then, you listen for clues to their psychological motivators.The Green is likely to mention:
- Energy efficiency
- Low impact
- Access to public transportation and walkability
- Not needing a lot of square footage
When you hear these types of things, you’ll know you’re working with someone who values the environment and is likely to base their sales decisions on doing the what’s best for their corner of the planet. You can then begin to position yourself as someone who understands them and can help them get what they want most efficiently.
Here’s an example. Say you’re doing a showing and you walk into a home with a kitchen straight out of The Brady Bunch. Instead of making a joke about how outdated it is, flip the script and turn it into a positive.
“This is really interesting. A lot of people would have torn this out and put in a landfill, and I’m so glad to see they didn’t. There’s a lot of usable life in here!”
The one thing you need to keep in mind is to not let your own opinions seep into your transaction. Just because you couldn’t care less about recycling doesn’t mean it’s not important, and in the case of the Green, it truly is. Think of it as another version of “not bringing your checkbook to someone else’s transaction.” (If you don’t know what I’m talking about, check out my webinar on Secrets of Selling to the Royal.) The last thing you want to do is alienate potential clients and make him or her feel guilty about the purchase they’re trying to make!
Finally, never forget that all contracts start with conversations. With that said, here’s your homework assignment:
- Practice and play
- Start asking the Power Question
- Ask it multiple ways
- Write your scripts – or steal mine
- Take ACTION
Try these strategies at your next appointment and be sure to leave a comment on how it goes. While you’re at it, please join us in the Seriously Happy Facebook group. I’m looking forward to hearing your success stories!