You know how you see all those articles and opt-ins about the “Five Ways to Do…”, and the “Three Sure-Fire…”, and “The Seven Mistakes to Avoid When…”
Well, I decided that our conversation this week would extend the discussion we began last week—how to identify your customers’ pains, irritations, problems and issues. All to make your efforts to get and keep customers less painful and difficult.
And when I sat down to write this, I realized there is only one way to identify your customers’ motivators–the things that get them into action to eliminate those pains, aches, problems, issues, and wants.
There aren’t five, or seven, or three or any other odd number (have you noticed it’s always an odd number). There’s just one way.
Ask.
That sounds easy.
Except you can’t just ask “Hey, Ed, what’s the big irritation you face?” because Ed probably won’t answer you, or he might try but accidentally give you the wrong answer.
You can’t just straight-out ask this question. You probably don’t know Ed well enough to ask. If someone you didn’t know very well asked you, “What’s your biggest issue?” would you tell them? Probably not. It’s too invasive a question too soon in your relationship.
And even if Ed is willing to answer, he would probably give you a very surface response, not the real underlying driver.
Yet, there is a way to ask and get to the true motivators, the real reasons they get into action and make decisions to buy from someone.
You’re going to ask a why question.
“Why do you want to buy a big-screen TV, Ed?”
“Why do you want to get your business finances in order?”
“Why do you want more customers for your business?”
“Why do you want more funding for your business?”
“Why do you want to improve your health?”
“Why …?”
Ask a “why” question about their “want.” Notice there’s nothing about you in this question. It’s totally about them and what’s motivating them to remove a pain in the area in which you operate.
Now, the next step is fascinating.
You listen to their answer.
And it’s going to go one of two ways.
Way 1: “I want a new TV because my old one is big and bulky. It takes up way too much space. The picture isn’t sharp, and I feel like I’m stuck in 1968.”
Way 2: “I want a new TV because I love the look of high definition. It’s a beautiful picture, and I can hang the TV on the wall like it’s art.”
Way 1 is an answer that tells you (because you are listening) that your customer is motivated—has energy around—moving away from pain. They are motivated to take away something negative.
In Way 2, the answer tells you your customer is motivated—have energy around—making something better, moving towards pleasure.
There’s a world of difference between those two motivators, between making a decision to get away from pain or a decision to make something more pleasurable.
And as an average, about 80% of your customers’ decisions are driven by their desire to move away from pain.
Yet, look around you. Look at your marketing and sales. Look at your competitors. I swear about 100% of marketing and sales are about moving towards pleasure.
That puts you out of step with your customer. They are driven one direction, and you are marching another. Perhaps this hands you a clue about why you yourself are in pain or discomfort about attracting more customers to your business?
You’re not tapping into your customers’ energy, their motivation for looking for a solution, for buying. Frankly, to make it even worse, you are probably doing the opposite of what motivates them. That’s stings a little.
So we’ve handed you another big, useful insight into the difference between how you sell and why your customers buy. Couple that with our discussion last week and make some changes in your marketing and selling process.
You’ll be on to something that will take away your pain, irritations, and issues about growing your own business.
Go forth and do great things,
Martha Hanlon & Chris Williams
P.S. Need a refresh on last week’s discussion about how to move out of “Maybe” Land? Here you go… Here you go