Ladies, Connect With Your Missing Customers
In a nutshell, when choosing products or services, your customers will be motivated by one of two things; pain or pleasure. Never is the pain and pleasure principle more apparent than in the selling arena.
Therefore it's crucial you know whether your customers and prospects are motivated towards what they want (gain/pleasure) - or away from what they don't want (pain).
Once you have established whether they are pain or gain motivated you can communicate with them in a way that is bound to build rapport, make them feel understood - and more likely lead to a fruitful supplier/customer relationship.
THE PLEASURE - Typically, when selling a product, the seller will concentrate on the positive features of the product (pleasures). That's because the seller thinks that's what the buyer needs to hear..."The xyz widget can do this, so you'll get more of that". Of course that works well if the buyer is a goal focussed, 'towards motivated' individual.
THE PAIN - But what if the buyer is not motivated by moving towards a goal? What if they're very 'away from' in their outlook? Whilst you're drumming in the positives of the product, they're not listening - because they don't want to hear about the benefits. All they want is for someone to ease their pain. They're not listening to your 'pleasures', because you're not acknowledging their pain. It's the same scenario - but two completely different outlooks.
WHAT'S YOUR PREFERENCE? - You will have a natural pain or gain motivation yourself. Up to now you will have unconsciously imposed that on your customers, prospects and colleagues...in fact anyone that you've communicated with! To those with the same inclination, you will have had great rapport and connection. To those with the opposite inclination, you will have noticed less connection and rapport...even friction!
From now on you know you can achieve great rapport every time just by matching their preference!
ASCERTAINING THEIR PAIN / GAIN MOTIVATION - Clarifying their pain/gain motivation is very straightforward. Simply ask a few open questions and check their responses. If they start to talk about things they don't want or are keen to avoid then it's clear they are motivated away from pain. From there on in your language should talk about their problems and how a relationship with you will resolve their problem or help them avoid one.
If they talk about what they want to achieve, what a new product would give them, their goals, then they are clearly gain motivated. You should therefore talk in positive terms of what they will get from a relationship with you.
There isn't a right way or a wrong way regarding pain and gain. Just talk in their language, what's right for them. If you find yourself presenting to a group where it's not possible to clarify their individual pain/gain traits, use both towards and 'away from' language to cover all bases.
In your marketing, brochure, websites, email campaigns, be sure to include both 'towards' and 'away from' language to ensure you engage with everyone.
Currently your marketing content will most likely be based on those traits of the person writing it, which engage some readers but leave many others cold. By ensuring your content includes both towards and away from language, you'll engage many more potential customers.
USE 'YOU' LANGUAGE - The language you use can be critical, whether verbal, in e-marketing, letters, advertising copy, or your website. Many companies fall into the trap of talking 'we' language - we do this, we can do that etc. That type of language does little to engage the customer or prospect.
Instead use the word 'you' as often as possible 'if you're looking for', 'you will find the answer here' etc.
ACTION - Pick out your top 5 customers. When you next meet them, make a point of finding out their pain/ gain motivation. Make sure your team are aware of pain/gain motivations amongst their contacts if different personnel are involved.
Your customer relationships will prosper at all levels. Do this for all new prospects too. Check out your website. How much 'we' language is there? Make a point of converting the copy to become more 'you' focussed. How about your other marketing materials? If you can't get this done immediately then do it over time. Be aware though that for all of the time you are using 'we' language, you are limiting your customer potential.
Ascertaining the pains and gains of your customers and prospects and reflecting their preferences back in your own written and verbal communications will turbo charge your sales results. Add in lots of 'you' language too and you'll see a transformation in your customer relationships - and your sales results.
It's all about the psychology of selling...
Leigh Ashton is the author of "iSell" and a speaker, trainer and coach. She specialises in helping people incorporate psychology alongside technical selling skills – leading to positive changes to their attitude, their approach and their sales results. Leigh's mantra is to leave people feeling inspired and motivated to take action!
