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UNDERVIEW: 5 WAYS TO MOTIVATE PROSPECTS TO BUY
It doesn't matter who your prospect is. He could be a friend, a neighbor, a student, a small-business owner, or the president of a Fortune 500 corporation. He'll automatically respond to at least one of these five great sales motivators. Why? Because the y follow the second rule of salesmanship: Appeal to emotion rather than intellect. The great thing about these universal motivators is that even when you use them subtly, they'll have a powerful and immediate impact on almost anyone.
FEAR is the captain of our motivation team. It's also the most misused manipulator. Fear doesn't have to mean physical fear: "Buy from me or I'll break your kneecaps." It can be fear of missing out or being left behind. And, of course, there's always the fear of appearing stupid.
To successfully use fear to motivate a prospect, you have to throw a bomb but act like you're throwing a marshmellow: "How fast do you want this Hmm, I can probably deliver yours earlier than the one to--oops, I can't mention the name. Anyway, whoever confirms first gets it first."
EXCLUSIVITY is the easiest to mount of the great motivators. It's also wonderful to use when you make an unsolicited phone call. You can always find a way to trigger one of the two universal exclusivity reactions:
*Everybody wants it, but you can have it now. "I just got word that what you've been looking for is coming in this week. I can put your name down for the first one."
*This is the only place you can get it. "If you can swing it, you'll have the top of the line. If not, I'm sure you can find something else that's almost as good as what we offer."
GREED is unassailable in its power to overcome objections and artificial delay. One caution: Don't let an appeal to greed tar you with a "bottom-end supplier" brush.
No matter how expensive your product or service may be, it's a bargain. Got that? It's a bargain. Even if you're the most expensive source, it's still a bargain--if you position your offering the right way. You can cut off money objections before they ever surface in your prospect's mind with such similes as, "Of course you can get dependability, like a Chevrolet. but with my product, you're getting a Rolls-Royce for the price of an Oldsmobile."
Or if you can combine exclusivity with greed: "I can tell just by the way you talk (or by the way you carry yourself) that you won't be satisfied with cheap gimmicks. You want a lot for your money. You don't want schlock."
NEED FOR APPROVAL works best when you're dealing with middle management, with underlings, and with those who aren't yet arrogant or loaded with self-importance.
To crank up the motor of this motivator, you have to transmit a believable message: The prospect is lucky to do business with you, and you're in a position to make her a heroine. What follows are two examples:
*"I think your managing director, Sam Jones, is going to be very pleased you were able to get him such a great deal."
*"I deal with pumpernickel buyers all day, every day. But I'm so impressed by your knowledge and approach that I have to tell you what I plan to tell Sam Jones: You're one terrific negotiator!"
Don't worry about using compliments to warm up prospects. It's almost impossible to overflatter someone, provide you are sincere and don't sound like a toady.
GUILT can come into play when all else fails. It's the toughest motivator to master in today's brutal business world. But just don't feel guilty using GUILT unless you turn on the afterburners. Guilt is the result of betrayed loyalty, belongs to history, not to present events. Buyers have the loyalty of a gnat, which is why business relationships built on gifts, bribes, and golf outings are so transient.
You can try guilt when you have the inescapable feeling that all is lost: "I've lost this sale, haven't I?" Only the most honest prospect will confirm, "Yeah, you're dead." Most prospects will say, " Not necessarily," or "I haven't made up my mind yet." This is when you compound the guilt and shift the burden to the prospect: "Then tell me what can do to convince you to buy?"
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