Motivating Your Ideal Customer 4 12
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Transcript of Motivating Your Ideal Customer 4 12
Motivating and InfluencingYour Ideal Customer
Ellen L. Moran, Ph.D.
Wants your product or service Needing doesn’t always = wanting
Has the ability to pay for it Not all who want can pay
Has the authority to purchase it Find out in advance to not waste time
The Ideal Customer
Connect from their point of view not yoursWhat would make your customers buy?
An event?A problem?
A change for them?Why do they need you NOW more than
ever?
What’s My Value?
What makes you unique? Put it in a memorable imageConnect in ways that are different
Attracting Their Attention
A tool for decoding: how an individual is motivated or likely to
behave in a specific context (work, home,
vacation, buying) through the patterns of language he or
she uses in communication 11 open-ended questions specifically
designed to reveal different types of below conscious motivation
Yields information on 36 separate patterns
What is the LAB Profile™
To get someone to go somewhere with you, you need to meet them where they are,
and not just pretend that they are already where you want them to be.
Go to the bus stop where they are waiting and invite them on the bus.
Shelle Rose Charvet
Motivating & Influencing Principle
Discover their value Criteria
What do you want in ……..?
What’s important to you about......?
Why is that important to you?
What don’t you want?
What do they really want?
Use their labels—Don’t paraphrase These are their “hot buttons” Words that cause an emotional reaction Can be positive or negative
“So you want to participate in those events that draw other senior executives and are focused on the kinds of problems many of you share.”
Summarize Criteria & Values
People are triggered to buy because they want…
To move toward achieving a desired goal
To get away from, prevent or solve a problem
Asking “Why is that important to you?” decodes direction
Move in their Direction
Why is that important?
Toward Customers
I’ll achieve my financial goals
It helps me grow the business
Are less responsive to language about problems
Away From Customers
I don’t want to be insecure
I don’t want to fall behind my competitors
Are less responsive or may distrust emphasis on benefits
How many positive benefits and for whom does your service/product provide?
What’s the benefit of that benefit? What are the problems your product/service
can help your clients avoid, solve or get rid of? How are things better if that problem is solved?
If you give suggestions to customers can you specify what it will help them accomplish and prevent?
Thought Experiment
How Your Customers Decide
Internal
Decide on their own by their standards
Want information about which they can make judgments
Are turned off by too much enthusiasm, show of expertise, references to others, etc.
External
Decide by others’ opinions, external standards
Want outside advice or confirmation that it’s the right decision.
Feel uncomfortable without testimonials, statistics, etc.
Decode by asking, “How would you know if we’ve done a good job for you”?
Internal Influence Language: Give data, use the language of suggestion,
indicate they will decideExternal influence Language
Offer advice among possibilities, offer testimonials,
reference statistics, what their competitors are doing
How Your Customers Decide
Customers want it to.…
Give Them Choices
What options do I have to choose what’s best for me
Let me go outside the normal procedure or ways of accessing it
Have multiple applications for where or how I can use it
Tell Them How
Gives me an easy, logical process I can follow
Let’s me know how I can expect it will work if I follow the steps
Gives me one or two best ways to meet my need
The mode they are in determines what they’ll buy
Decode the reason by asking, “Why did you choose to consider this…..?
If they give a list of reasons the mode is Options
If they tell you a story the mode is Procedures
Sometimes it’s both
Which kind do you want?
They have moved into procedures mode—”What’s the next step?”
If they are still in options they are not committed
Use the Influencing Formula Match, match, match, lead!
Your Customer Says “Yes” When
Select your ideal customers Think from their perspective to attract
attention Be different from your competition Ask the questions that reveal their buying
patterns Position your product in their language Match their patterns and guide them through
the buying process
Closing Tips
Other motivational patterns can be important in connecting to your customers
Keeping customers satisfied and loyal over time have specific motivational patterns
Knowing your employees’ patterns helps you motivate them to higher performance in serving your customers.
But wait there’s more…