|
The purpose of this
article is to stimulate your thinking about what really influences human behavior and, if
it's not working, to get you to think beyond your current approach to building long-term
business relationships. There are three ways to
influence human behavior. The most common and
least powerful way is by addressing needs. More,
but not the most, powerful are wants. And, by far, the most effective way to influence
human behavior is through core values. Values-Based
Selling is the key to deliberately getting people emotionally involved and creating trust. Don't confuse “values-based” selling
with “value-added” marketing. I am not suggesting
that you ignore needs; however, we no longer live in a needs-oriented society. Why are needs the least powerful way to influence
human behavior? Needs are tied to
“shoulds”. For instance, take
statements like “I should save money”; “I should make more
investments”; “I should make better decisions”; "I should get a
financial plan"; or “I should have more discipline”. The key to guiding people toward smart choices is
to get them to want to. Tangible wants are a
step in the right direction. Tangible wants,
such as early retirement, vacation homes, good schools for the kids, new car, estate
protection, travel, and other goals are incentives to seek advice. But, in truth, even
wants don't have the emotional pull that values do.
Values are intangible feelings. Intangible,
pure, undiluted feelings like love, pride, security, freedom, making a difference, independence, accomplishment, self worth, and so
forth are key factors in influencing behavior. Values
illuminate people's emotional motives so clearly, they must take action ... for their own
reasons. Needs have the power to illuminate
emotional motives as much as the penlight on your key ring, while wants work like your
average flashlight. Values, however,
illuminate emotional motives like a row of halogen high-beams on the front of a Mercedes
on the Autobahn. Your prospects and clients
are most likely to take action on your ideas when they feel a strong emotional connection
to them. Your job is to illuminate their
emotions so they fully understand the relationship between smart decisions and fulfilling
their life values. Your job isn’t to be
a traditional sales person and sell the “old school” way. Everyone has a unique
“values hierarchy”. Just like
fingerprints, no two values hierarchies are alike. When
you stimulate a conversation with current and prospective clients about their values (what
is truly important to them), they will become emotionally involved, you can touch on their
ranking of values, understand them at a deeper level, and you can dramatically shorten the
time it takes to gain their trust. Emotional
involvement and trust are two critical elements in creating profitable client
relationships. Without realizing it,
you project your own values when you promote yourself.
How do you feel when people project their values on you? Do you like it?
Are you anxious to do business with people who project their values on you? You can't get people emotionally motivated when
discussing your values. You do it by talking
about their values. The first logical
question to ask yourself is, “How do I get people to talk about what is important to
them (their values)?” Then, ask yourself,
“How do I use that information in a positive way?
How does this create trust?” Listen
for words and phrases like freedom, control, satisfaction, making a difference,
independence, feel really good, pride, achievement, contribution, oneness with God, etc. These are indicators that you are on the right
track, because they represent values. And
values are emotional and they create positive emotional feelings in the person you are
speaking with. The thing to remember is that
when needs-oriented planning leaves your client flat, try focusing on your clients values
instead. Needs simply don't have the
emotional punch to influence human behavior. Remember, the least effective approach is to try to satisfy client needs. A better approach is to help clients get what they want and desire. The most effective sales professionals help clients fulfill their values in life. Differentiate yourself! Don’t be a traditional salesperson, become a Trusted Sales Professional. |
