Connect with your missing customers
When you choosing products or services, your customers will be motivated by one of two things – pain or pleasure. In life generally it’s in our nature to minimise one and maximise the other.
It’s the same in business. And never is the pain and pleasure principle more apparent than in the selling arena.
Therefore it’s crucial you know whether your customers and prospects are motivated towards what they want (gain/pleasure) or away from what they don’t want (pain/problems). Once you have established whether they are pain or gain motivated you can communicate with them in a way that is bound to build rapport, make them feel understood – and more likely lead to a fruitful business relationship.
Typically, when selling a product or service, the seller concentrates on the positive features (pleasures/benefits). It will do this, so you’ll get more of that. That works really well when the buyer is goal-focused, ‘towards’ individual.But what if the buyer is not motivated by moving towards a goal? What if they’re very ‘away from’ in their outlook?
Whilst you’re drumming in the positives of the product or service, they’re not listening because all they want is for someone to ease the pain they perceive they’re in.By ensuring your content includes both ‘towards’ and ‘away from’ language, you’ll engage many more potential customers
It’s the same scenario – but two completely different perspectives.
You will have a natural pain or gain motivation yourself. Up to now you will have unconsciously imposed that on your customers, prospects and colleagues… in fact, anyone that you’ve communicated with!. To those with the same inclination, you will have had great rapport and connection. To those with the opposite inclination, you will have noticed less connection and rapport… even friction!
Source:http://www.businesswings.co.uk/articles/Connect-with-your-missing-customers