It’s their reasons why, that will help them to buy

NB If you’re reading this on a mobile phone and can’t see the video to click on, here’s the link

If you can get someone in touch with the reasons why they think something will be of value to them, the more likely they are to convince themselves to buy.

You see, in the old days, salesmen always tried to give you lots of their reasons why their product was valuable to you, which was fine back then, but nowhere near as effective as you can be today, knowing what we know.

If you’re out there selling the features of your products, then you’re living in the dark ages: we all know that.

If you’re out there selling the benefits (or outcomes as some say) of your products, you’re still behind the times, or at least out of touch with the latest science in the field of psychology and influence.

Because the fact is, what we now know for sure is that if you want to get your prospect most likely to buy, then it’s by connecting her with her own reasons for buying that will get the best results.

We all know the problem with motivation, don’t we? It’s virtually impossible to motivate someone else to do something if they don’t want to do it. But we also know that people do things when they are self-motivated, don’t we? So todays’ lesson is about:

How to help someone find their own motivation for buying from us

Well, assuming we’re not using sensory deprivation, hypnosis or water torture techniques, et al, we can’t really hope to persuade or convince someone of something when they really aren’t interested. Okay, it can work occasionally, but it’s a hard way to sell, and for me, I want results with the least amount of effort!

But what does work, is getting the other person to convince themselves by getting them in touch with their own reasons.

You see, we’re all subject to the ‘law of psychological reactance’, which is our natural tendency to resist being told what to do.

If you’re like me, as soon as you sense you’re being ‘sold to’, a reaction takes place at gut level. It may not be that strong for you, but I bet you’ve had that moment happen lots of times when your internal dialogue suddenly says, ‘I don’t care what he says: I’m not spending any money’, or something similar.

So let me ask you this, ‘If you have that reaction, don’t you think it’s likely that your prospects will also have that reaction when you start selling to them?’

Of course you do, but stay with me and I’ll give you the answer.

The solution for most business guys, particularly in the UK (sorry friends and colleagues, no offence) is to not want to be seen as selling at all: Derr! So they keep on networking, you know, making friends in the business community, having a jolly good time: and not closing many deals! Where is that going to get you exactly? Somewhere; slowly; possibly!

No, surely a better approach is to learn how to get your prospect wanting to buy, instead of you hoping that they’ll buy?

And you do that by asking ‘Why?’

Give them the choice – remove the pressure

Once you have the other person reminding themselves of their own ‘reasons’ for something being of interest, you have effectively given them back the choice: they are back in charge, and psychological reactance disappears. And, once they are genuinely back in touch with their own convincers, all you have to do is get them to tell you ‘why’. They effectively sell themselves.

Have a look at the video and try this stuff out: it works.

By the way, just in case you didn’t know, I never share any advice that I, personally, and thousands of others haven’t tried, tested and proven that it works.

Have fun with your business.

See you next Blog.

QJ | Inspirationist and Talent Fanatic.


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Posted on July 27, 2011, in Compel Your Audience to Buy, Get The Results You Want, How to ..., Psychology & Influence and tagged , , , , , , , , . Bookmark the permalink. 8 Comments.

  1. Hi QJ,

    What you are discribing is rapport building but this takes time to build a long term relationship, especially in my profession. You are no doubt familiar with the adage Meet, Know and Trust.

    From a prospect’s perspective meeting a financial adviser for the first time, there is a perception that you are going to sell them a product. There is no trust or raport just a huge barrier!

    Today, it is more about taking an interest in that person, ask more about their business, ask more about the type of client they would like to engage with, ask more questions until they say “how can I help you”

    It is only then you have that opportunity to start asking questions about their financial planning issues. The Trust side is in its infancy but by keeping your promises, this builds to long term relationships. That means “locking out” your competition as well as future revenues for your business.

  2. Actually this is neither NLP or Rapport Building. It is the First of a proven 6 Step model used as a standard part of care in emergency rooms and in major trauma units across the USA where its use has resulted in a 50% reduction in drinking among their ‘alcohol-involved’ patients – from a 17 minute conversation which uses the model.

    The model has nothing to do with building trust because the only trust needed is your own in yourself! That’s how clever and cutting-edge it is.

    Obviously, I’ve only given the bare bones of the Principle, because as a technique, this is far to valuable to just give away for free, and you’d need to be taught exactly how to use it for effective results.

    Having said that, on average, the results happen in about 7 minutes!

    Powerful huh?

  3. Caroline Hallett

    Michael Pantalon – instant influence by any chance?

  4. Thanks for taking the time to comment, guys. Really appreciated.

  5. Interesting one.. how do we share your posts on twitter ???

  6. Good blog this week. About 15 years ago I was sent across to the US parent co’s training course. This was one of the techniques that struck a chord. I used it for a while, then left it out a couple of job moves later. What Ive been doing for the last 9 months I should be resurrecting it.

    I dont think it’s rapport at all. Building rapport improves the chances of them buying from you if they’ve pretty much decided to buy. It doesnt help them buy tho in the first place.

    This does. It gives them the reason to buy, and because they’ve opened up to you, it also gives them a better chance of buying off you as well. Double whammy.

    When I used it I rehearsed asking things like “what would it mean to you to solve this ” etc etc.

    Thanks for the tip/reminder.

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