Most experienced sales persons know this adage:
“It is easier to sell them what they want…then to make them want what you are selling…”
Imagine this scenario:
You are working the counter at a convenience store and a client walks up and asks for a Coke.
“I understand that you would like a Coke, but how about a nice Sprite?”
NO thanks just a Coke please…
“I certainly understand your need for a refreshing drink, but how about if I take 20% off the price of the Sprite?”
NO thanks just a Coke please…
“The citrus flavor of a Sprite would be more thirst quenching wouldn’t you agree?”
NO thanks just a Coke…
OR
I would like a Coke please…
“One Coke coming up…here you go…”
Every person has a personal desire or want that they have already bought off on and are fully prepared to invest in. They will take immediate action if they believe that your product or service will provide and/or add leverage to their ability to acquire their need.
Their WANT will usually stem from the need to fulfill one of the innate instincts:
- Personal Security
- Self Esteem
- Sex Relations
- Personal Relations
- Financial Security
Each prospect’s WANT will need to be identified, and then attached to the action potential of your product or service to tap into this natural state of urgent action. So therefore let me pose a powerful supposition:
What if you could read minds?
I mean what if you could actually know what each prospect’s personal need or desire was? How would that affect your presentation? Pay attention to the difference in these two leads:
Bob is an owner of a Tire Shop and spends $400 per month on advertising.
Bob is an owner of a Tire Shop and spends $400 per month on advertising
He is afraid of losing and not being good enough
Having more than enough money is his primary concern
He has trust issues with fast talkers
He wants organized plans that are backed with case studies to feel safe
Which lead would you prefer to have more of? How would the additional information change the style of your presentation? Would you change your rate of talk speed? Would you suddenly find yourself quoting more statistics or bringing up support material for your cause? How would your product or service help his business win, or safely bring more money to save?
If you could provide this information satisfactorily then he would lurch to buy from you. He has already purchased these concepts. There is no need to sell him what he already wants. You simply need to demonstrate that you have his deepest desires ready and waiting.
Each one of us has primary personality profiles. These are like an emotional thumb print. It has been described many times using all different types of labels:
Sanguine, Choleric, Melancholy, Phlegmatics
Type A, B, C, D personalities
Red, Blue, Green, Yellow
The list goes on. So it doesn’t really matter what you call them, just bear in mind that each of us has a merge of several of these distinct emotional patterns and typically one dominant psychological accent. These accents have base desires and you can read them through language, rate of speech speed, posture and general physical attributes.
Once you know these by heart and can both read and speak the various languages, you will not only be able to accurately identify their base needs, but you will better proffer trust and be able to create much more powerful discovery experiences. Friends confide in friends and when you speak the matching language of another human they simply feel more comfortable opening up.
Type 1: The controller
Base Need: To Win-Control-To Conquer
Language pattern: Power words, Contest, Get on with it, I’m in charge, Dominant
Language inflection: Strong, Clear, Interrupts, Repeats, Curt when agitated
Posture attributes: Statement cars, Studies that art of war in all activities
Type 2: The artist
Base Need: To play-create-imagine have fun
Language pattern: Playful Words, Game, Slang, It’s all good, Dude where’s my car
Language inflection: Joker, Cheerful, Fast Talker, Forgetful, Sensitive
Posture attributes: Flashy or Original Cars, Studies social style and events, Flakey, Chameleon
Type 3: The organizer
Base Need: To have order-to prosper social trust through systems and process
Language pattern: Process words, Flow Chart, Program, Case Studies, Meticulous
Language inflection: Precise, Clear, High Vocabulary, Slower rate of speech speed, Intense Listener
Posture attributes: Sensible Cars, Studies that art of economics in all life patterns
Type 4: The healer
Base Need: To love and be loved
Language pattern: Sensitive Words, Love One Another, I’ll help, I’m not in charge, Submissive
Language inflection: Mild, Helpful, Never Interrupts, Apologizes, Heals Quickly and Forgiving
Posture attributes: Non-Descript cars, Studies that purpose driven activities
Your two step process towards effective mind reading is actually quite simple:
Step 1: Use your power of observation to determine the personality profile and match their speech and posture patterns to develop and prosper trust for honest intimate discovery sharing
Step 2: Dig into Discovery and identify the actual primary instinct that is most important to them as well as their primary WANT. Sell to this WANT and instinct. Translate your presentation to draw a clear picture. Paint the scenario plainly so that your Prospect can easily see that your product and/or service will deliver to their main WANT.
This is just a snap shot of the primary emotional patterns of the people in our community. There is a great book I read a long time ago called: Personalities Plus…It was a quick read and goes into depth on how to communicate to and relate with each type. If you know that people are different in their base needs you will sense their needs more quickly in your meeting and you will find that they will share with you. Once you have identified who they are and what they really want then you will be able to add real momentum to your sales process.
Read their minds…sell them what they want and you will sell more often!
