Your Buyer Is Motivated By The Simplest of Things
My eyes glaze over when I read psychology texts about motivation. There is rational v. irrational. Intrinsic v. extrinsic. Natural v. organic. Throw in some “incentive theory” and you have a bowl of sh** soup. All very confusing (to my simple mind).
Since most of us are in the business world where we are on a daily mission to share ideas, solutions and plans, it makes sense to go back to the simplest of elements that your audience is really motivated by: Pain & Pleasure.
As a sales trainer and leadership coach, my role in life is to bring clarity to people so they can excel at their careers. I have found this simple pair of words to be monumentally important.
Pain
This has two components to it; current pain and future pain. Your role as a communicator of ideas is to share your plan for how to “relieve” current problems the prospect may have and “avoid” future issues that will come up.
Thus, keeping with my simple model, your questions and comments should advance the “pain discussion.” Check out the questions you ask people right now when you are in “sales mode.” Do they advance that discussion?
Pleasure
While this term is rooted in philosophy and psychology (as early as Aristotle – 4th century BC), we can modify it for modern terms to “Goals.” What is your audience moving toward? What are they seeking? What are their goals?
I have been called on by hundreds of sales people in the last 20 years. I can count on one hand the number who have started the conversation with “Bill, what are your goals for this business?” Not a good hit rate.
And yet, what question could be more important for you, the communicator? Answer: There isn’t one.
In fact, I submit that it takes you down both the Pain AND Pleasure path. Pleasure for obvious reasons – for it puts into the dialogue a future state of some kind that your prospect wants.
But it’s also useful to find pain because once that question is answered, you begin to find out where roadblocks will be.
My Thinking Has Changed
In fact, I have changed my thinking in the last 20 years. I used to begin prospecting conversations with “pain questions” – but no more. I think the “path of goals” is a healthier path to take for sellers and leaders. Yes, it requires upfront rapport and a certain atmosphere of safety that you must create.
But once you do, that path is best.
So rather than complicating this whole game of leading, selling and communicating, let’s simplify. Today, you will have an opportunity to advance a conversation down one of these two paths. I want to hear which path you take. Comments below.
Bill,
Great comments on pleasure/pain and goals. I’m in the process of refining my communication to
customers and prospects to outline how my value can help them attain their goals; short and long-term. “What are your goals” is a great question! I think the cust./prospect really appreciates the question. Budgets are a place to start, but not the only place.
Good idea, Tim. I like the ‘refining communication’ approach. I just did an audio today that’ll go on the site that has to do with creating your message on the market segment…rather than just one message for all.
Bill, great article & here are my 2 ‘simplified’ P&P questions I lead with on a sales call:
WHAT are you trying to do or accomplish?
WHY are you focusing on this now?
Their answer to WHAT usually revolves around a goal (Pleasure) 80% of the time.
Then their answer to WHY usually hits on a past or current Pain. My experience is as long as I follow your 3 Rules for Compelling Reason (pages 160-161 in your book Same Game, New Rules) I’ve can ask follow-up questions that expose more P&P motivations.
http://www.amazon.com/Bill-Caskey/e/B0074K4XV6/ref=dp_byline_cont_book_1
Those 2 simple questions after a Prelude really orient the conversation for openness and trust. Thanks, Jeff Bell
That’s the key Jeff….openness and trust. It’s amazing to me how few people as the very simplest question. Thanks for stopping by to comment.
Bill,
As a Caskey follower for over 20 years, the shift away from Pain questions truly caught my attention and makes intuitive sense to me. The more I read, the more I wanted, as this seems so natural. Great post and I am looking forward to understanding more about my prospect’s goals.
Maybe I’m reinventing myself, too. The other way – focusing on pain alone – works. But can it work better. Thanks for posting. -BC
Bill, succinct and to the point. Once we uncover the pain, then we determine how important it is for that prospect to alleviate and/or eliminate the pain. Nobody will ever tell us that they don’t want to get rid of the pain. Then we provide solutions, and simply ask them if they’re ready to move forward.
The “What are your goals for this Business” should honestly come first, before addressing the pain. That way, we can weave back in to the “goals” part – along with the pain. They tell us their goals – we ask them what are their greatest challenges ( another way of bringing “pain” in to the discussion ) – and we provide solutions to their challenges.
Agree on order of those questions. Usually not enough rapport built to go right into ‘pain questions.’ Thanks for stopping in… – BC
Bill, really love you made the switch. Buyers to be honest are much smarter, and asking about pain seems trite and taking the “challenger” approach done poorly makes you look like a douchebag. Actually, when you say keep it simple, this goes back to what drove me to find you in the first place, good intent. The best sales come from the heart, this is where everyone wins. I can say this because I believe what I do helps people. Can’t wait to hear more on your new path!
John. Thanks for commenting. Agree on ‘challenger’. It can make you look ridiculous if done without the corresponding mindset (intent.).
Bill,
As usual thanks for the thought provoking post. I have struggled with the “Bill what are your goals for this business?” question over and over. I seem to compartmentalize my product or service as not having a significant impact to the overall achievement of the owners goals and dreams. Thinking about your post and having learned that I am the unique difference in any sale I participate in, not necessarily my product or service, it makes total sense to ask the question. I’m a businessman, and just because I offer data backup and recovery doesn’t mean that I cannot contribute to helping you achieve your goals in other areas in addition to the one I serve. I may also uncover a concern in your answer where I can directly impact you with my offering and eliminate a hurdle. Either way, not knowing your goals is a weakness that leaves me open to competitors who are wise enough. Plus my intent is to serve and you can’t serve what you don’t know.
I will do my best to focus on this question this week and really listen and record the answers.
Jack Yurich
Yes…YOU are the unique difference in any sale. Great conclusion! Let me know how it works, Jack.