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Instead of naming features and benefits of your product and service, why wouldn’t you start with asking questions? You need to find out your client’s hot buttons, and they’re all located in the unconscious mind with their emotions and their values.
When you understand someone’s criteria for any given situation, you hold the key that unlocks the door to closing the deal. You have this piece of information that will open your prospects up, and you will be able to talk to their conscious and their subconscious mind.
This is one of the basic skills you could learn, yet, people are not learning them, and there is a significant advantage for you to use this newly acquired knowledge to book more appointments and, ultimately, to sell more.
When you start with your presentation, your messages will not only be right on target; they will be focused on the one thing and one thing only, and that is what is significant to your clients. This is not about features or benefits, but their hot buttons.
All humans are the same. We all have needs, we all have wants, we all have drives, and we need to connect to those wants and needs and drives. People love to buy. People love stories. People love to be led. Your role is to lead people, not to name features and benefits. Everyone can be persuaded.
This should be your mantra. You need to believe in that so that you can persuade everyone. But to begin this, you need to uncover their hot button, which will make them buy. Forget about selling logically. Forget about focusing on a logical rationalization of objections people have and to handle any objection they have logically.
Stop using features and benefits. Start talking to your client’s unconscious mind. Here I’m talking about their emotions and their values.
What’s a Hot Button?
A hot button is important to your client. It could be a problem, need, interest, or even a passion. It’s what motivates your client’s decisions, and your role is to find this hot button. Let your clients talk. Your job is to ask open-ended questions, and then you listen. But more importantly, you have to touch on the important stuff.
If you consistently use the same old questions with every client, you will always get the same answer, and possibly fail to be successful. People have things, which are critical to them. At a high level, these are referred to values, like security, adventure, and freedom. However, people also have values within a different context. In a sales environment, you have to uncover the values that are related to the situation they have, and these are referred to as criteria or buying formula.
Now, if you ask a person, “What is important to you, in your work?” They might explain their criteria for their work, which might include doing a great job, making lots of money, helping other clients. And if you ask the same person what is important to them about the place where they live, you get to talk to a different criterion because the context is different, and criteria are context-dependent.
So your client’s hot buttons are dependent on the context of the communication. Your client’s criteria in an influence situation are their hot buttons within that context.
For example, if a person is buying a home and he or she says, “I’m interested in a safe and secure neighborhood,” that’s what’s most important to them. Then those specific words are their criteria in that context, their hot buttons. When you start presenting, you have to use those same criteria to let them know that you understand them. It’s a part of reflective listening, where you use the keywords that people are mentioning to you during the questioning phase of the sales process.
Remember, you need to frame your questions in the EEE Representational System. Some people are more visual, others more auditory, while some people are more kinesthetic. It will help you to minimize mismatching in communication by asking the right questions at the right time and in the right language so that people will understand you.
The truth is that it is far harder to sell in today’s market, due to the world being much more diverse than previous decades, or even a year ago. Today’s sales challenges don’t respond well to last century’s tips, tricks, and techniques. Those skills are not wrong; they are simply incomplete for today’s market.
There is no question as to whether you ought to develop your selling skills, but rather, can you do it quickly and easily? You need the latest sales techniques, ones that will work right now.
Written By: Allen Majer
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