We are faced with an interesting conundrum in our industry. Many people feel they don’t need our products. After all, they were drinking that water before you got there. This problem is made worse by the fact that many of us sell the same tired old benefits every time—without customizing them to the client’s needs.
Other industries have already found that every customer buys for a reason as unique as their fingerprints…called hot buttons. Hot buttons are often emotional, which means that people buy to get a consequence in the future. Maybe it is soft skin, great hair, the adoration of their family when they serve those spotless glasses. Whatever it is, find it and take the time to let them luxuriate in the picture of what the consequences are. If they picture it in their mind, they will be much more likely to buy than if you breeze by their mental picture too quickly.
Locating Hot Buttons
Let’s name your customers Fred and Mary for example. Here are three great questions you can use to uncover hot buttons:
- “Fred, Mary if you were to buy a drinking water system in the future, what would you expect it to do for you?” This is a soft and disarming question that will get your customers to tell you what is important to them to make a purchase.
- “What would you want to be absolutely convinced of before you even consider investing in conditioned water?” Again, soft and disarming. And their answer is your road map to the sale.
- “If our system was free, would you take it?” If they say yes, pause and then ask, “Why?” Make sure you give them a chance to answer. Don’t cut them off.
These questions will help uncover your customers’ hidden buying needs. Make sure you are open to their answers. Surprisingly, some of us reject the customer’s reasons why they want our products. For example, recently, a kitchen cabinet salesperson did a presentation for my wife and I and asked what color cabinets we wanted. My wife replied that she definitely wanted white. The salesperson said that white is out and it would look crummy in our kitchen. That killed the sale! He could have sold us if he had said they specialize in white, or that he agreed with our choice—anything to aid his sale, instead, he got turned down.
Feeling the Pain, Dreaming the Dream
Once you have found your customer’s hot buttons, don’t rush on. So many of us move on too fast. To build their interest, you should “feel the pain and dream the dream.”
The first step in this process is to make sure you understand exactly what your customer is looking for. Let’s assume they say the number one thing that would make them want to own your equipment is the woman’s desire to have great looking hair every day for work. A weak salesperson would just say, “Yes, hair’s a problem” and zoom off into discussing resin and soap savings, etc. A good salesperson would make her “feel the pain”. You can do this by getting her to say how bad hair has made her feel in the past. You could say something along the lines of: “Don’t you hate it when a little rain makes your hair fuzzy and impossible to control?”
Keep asking your customers questions and get them worked up a little about how terrible their problem is. This is called “feeling their pain.” Then, switch gears to “dreaming the dream.” In this section, you draw an emotional picture of how great life would be if they owned your equipment. Use emotions. Notice, McDonald’s Restaurants for example, don’t focus on the food alone, they show a grandfather and his grandchild who loves him because he took him to McDonalds.
Going back to the hair example, you might ask something along the lines of:
“Just think how much time soft water will save you every morning so that you won’t have to fight the fuzzies to look your best. Wouldn’t that be great?”
Notice, every dream ends with a question. The answer, indicates a purchase is being made. This will raise their interest to change form the status quo and to draw it toward the dream of a better life with your equipment.
Some may say that this sounds very involved, but I can assure you, raising their interest makes closing easier and more frequent. Give it a try and I am certain you will find hot buttons make a big difference.
Learn How to Avoid Tired Sales Techniques