| Understanding the 7 core motivators behind all human | | | | M = Money: As Zig Ziglar once said, "Money isn't |
| behavior | | | | everything, but it ranks right up there with oxygen." |
| By COLLEEN FRANCIS | | | | T = Time: Despite all of our so-called labor-saving |
| Legendary sales guru Zig Ziglar once said that the | | | | devices, it's staggering how many people are still |
| most popular radio station in the world is WII FM, | | | | utterly time impoverished. E-mail, anyone? |
| which stands for "what's in it for me?" | | | | S = Security: People have a natural tendency to |
| As sales professionals, the single biggest change we | | | | avoid risk in favor of security, whether it's risk in |
| can make in our behavior to improve our success is | | | | buying a product or the security that comes from |
| to simply get over ourselves and start focusing on | | | | having a "safe" job. |
| our customers and prospects. | | | | A = Achievement: All of us enjoy producing results. If |
| I never cease to be amazed at how many sales | | | | your solution will help a prospect accomplish |
| people focus on themselves rather than on what | | | | something or achieve their sales targets, then you will |
| their customer actually wants to buy. The fact of | | | | be much more likely to grab their attention. |
| the matter is, our customers aren't interested in | | | | M = Making a difference: Look at what's happening all |
| what we have to say unless they feel it is in their | | | | over the world today. People will often help out if |
| best interests. We can't be persuasive if our focus is | | | | they feel like what they are being asked to do will |
| on us. | | | | really make a difference. |
| Reframe the question | | | | I = Image and reputation: Whether we admit it or |
| To reframe your approach so that your customers' | | | | not, we're all concerned with what other people think |
| interests are always at the forefront, start by asking | | | | about us. In fact, it is the power of image and |
| yourself three key questions: | | | | reputation that leads so many of us to have a hard |
| • Who cares? In other words - whom are | | | | time saying "no." If your solution affects someone's |
| you selling to? Be as specific as possible. Are you | | | | image or reputation, then believe me - you'll get their |
| selling to Marketing VPs in the textile industry, or | | | | attention. |
| Chief Technology Officers in the aerospace industry? | | | | E = Enjoyment: People go to great lengths to |
| • Why us? The answer to this question | | | | increase enjoyment in their lives. If you're not |
| defines your product, whether it's a tradeshow | | | | enjoying the situation you're in with a customer or |
| booth, retirement-planning system, clothing line or | | | | colleague, odds are, they're not too thrilled about it |
| human resource staffing service. | | | | either. Discovering and communicating "what's in it for |
| • So what? This is where you answer your | | | | them" can go a long way towards making the |
| client's all-important question, "what's in it for me?" | | | | experience less stressful and more enjoyable - and |
| Put your answers to these questions together and | | | | help you make a great impression. |
| you'll get a statement that sounds something like this: | | | | Sure, this advice isn't exactly rocket science. In my |
| "You mentioned that you're working with a very | | | | experience, however, common sense doesn't always |
| restricted budget. The VPs of Marketing at banks | | | | translate into common practice. |
| across Canada and the U.S. are buying our tradeshow | | | | Just ask yourself: when was the last time a customer |
| equipment because it can cut their labor and shipping | | | | asked you for information, and instead of letting |
| costs by up to 40 percent while still maintaining | | | | them buy what they really wanted, you proceeded |
| durability. Knowing that, does it make sense to look | | | | to try to sell them on what you thought the best |
| at our product line?" | | | | product features were? |
| Take it to the mountain | | | | When in doubt, go back to MT. SAMIE, and ask |
| Next, you need to make sure you're presenting the | | | | yourself if your solution is truly addressing one of |
| features of your product or service that directly | | | | your prospect's core motivators. Or to keep things |
| address your customers' best interests. How? The | | | | even simpler, just remember the words of the |
| answer to this lies with the seven most important | | | | immortal Yogi Berra: "The fastest way to get what |
| letters you may ever come across in your career: | | | | you want is first to help others get what they want." |
| "MT. SAMIE." | | | | Copyright MMVII, Engage Selling: All Rights Reserved. |
| There are seven core motivators that drive all human | | | | All trademarks used or referred to on this site are |
| behavior. "MT. SAMIE" is a simple acronym designed | | | | the property of their respective owners. No materials |
| to help you remember those motivators whenever | | | | on this site may be reproduced, altered or further |
| you're dealing with new or existing clients. Here's how | | | | distributed without Engage's prior written permission. |
| it works: | | | | |