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… Continue reading