Have you ever been really excited about something and ready to buy and then the urge suddenly faded away? Or have you ever presented a highly compelling new offering to a client who got really interested by the different options and choices you presented, only to find that in the end nothing happened - no sale.
Why? Often it is because we think that all people are like we are. We think that everyone sees the world through the same blue goggles that we do. If we get excited by lots of different and compelling options we think that they will to. Here is the problem: a lot of people (as many of 40% of all people) have a preference for procedures rather than for options. Most people have a dominant preference for one or the other and some have a preference for both. What are the implications for influencing others and for sales?
1) Options Preference: People who have an Options preference are motivated by opportunities and possibilities to do something in a different way. They are thrilled by unlimited possibilities and ideas.
When selling to an Options person the goal is to get them to think in terms of possibilities. Give them lots of alternatives. They want to examine all the reasons why they should buy. An Options person is motivated by choice, unlimited choice.
Don't make the fatal mistake of using this approach on someone with a Procedures Preference. Want to know how you can avoid doing this?
2) Procedures Preference: People with a Procedures preference like to follow set ways. They are interested in how to do things, not in why things are the way they are.
When selling to a Procedures person the goal is to get them started on a procedure because they are compelled to complete it. They want to see a clear step-by-step procedure to follow. They don’t want to be shown several ways of doing something. They want one way, the right way. Show them how to buy.
Identifying Behavioral types:
Options people: Are excited by choice and possibility. Have trouble following set procedures
Procedures people: Prefer to follow tried-and-true set ways. Get stumped when they have no procedure to follow.
Influencing Language:
Options: Opportunities; variety; unlimited possibilities; lots of choice; options; break the rules
Procedures: The right way; how to; tried and true; speak in procedures: first ….then …. lastly
Mobile Phone Retail Sales example:
“The first step is, I’ll show you the latest mobile phones that we have available today that match your usage criteria. Then you can take a good look at them, I will show you how they work and you can try them out. You can then decide which one you like best. After that, I’ll explain how the payment plan works and set up your new phone in our system for you. Then all you need to do is sign your new Service Agreement. Lastly, you can take your brand new mobile phone home with you today, all set up, fully operational and ready to go. You can start using it immediately without any hassle or delay. Are you ready to get started?”
Based on ideas from the book "Words That Change Minds. Mastering the language of influence." by Shelle Rose Charvet
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