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Finding Gold
Why People Don't Buy From You
By Michael Lovas
July 1, 2004
Note: If you like the idea of knowing why people do or don't buy from you...lf you like the idea of identifying exactly who your "A-level" target market is, then you'll love this article.
In today's journey, we're going to take a close look into how minds are wired. In particular, we'll look at mental filters and how the natural mental filtering system works to influence decisions and behavior — like buying behavior.
By the way, the decision-making process is almost always conducted behind the scenes, in the subconscious. The person is normally completely unaware of it.
In our research into "why people buy," we learned that most of the research focuses on consumer buying behavior, rather than on the decision-making process that sets-up the purchase. See, it's less important what people buy than how they make the purchase decision. The result of the traditional research is that many products were developed and offered, but few people understood the thought process that went into selecting (or declining) a given product.
The essential grain of knowledge is this — In order to learn how she makes decisions, you need to understand her — get inside her head and understand how she deals with incoming information.
Now, let's put it into practical application in your business. The key steps for you to sell and market effectively are to: 1) identify your best buyers. 2) get inside each one's head and find out how he or she thinks. Then, 3) make a mental map of that person's mental filter configuration.
Again, we have to ask "How?" Knowing the following simple psychological facts will help you understand how to do it:
- People with similar behavior patterns have similar language patterns.
- Observe someone's language patterns and you will be able to predict his behavior.
- Learn his language patterns and you will be able to influence his behavior.
There are about sixty categories of behavior, but we monitor the most important twelve. This article focuses on two — Procedures and Options.
Picture a scale. At one extreme of this scale is a mental filter called "Procedures." At the opposite end is a mental filter called "Options." Most people filter information using mainly one or the other. Very few people use them both equally. Knowing the difference can drastically increase your success!
Procedures
Some people prefer (need) to have an established procedure to follow in a specific type of situation. For illustration, let's assume they fall onto the "Procedures" side of the scale. These people are compelled to follow a procedure when one exists, and they will typically follow it all the way to the end. Finishing the procedure becomes a goal they need to attain. Since a procedure has already been invented, tested and approved, it indicates to Procedures-oriented people that there is a "right" way to do things.
The danger to you. These people do not like situations in which they are expected to improvise or "brainstorm." Given the responsibility to choose from a list of possibilities, they dive into a state of sensory overload. They prefer limited Options, and they prefer to avoid situations in which they have to make distinctions and choose from a variety of alternatives.
Let's say you're talking to a new prospect. If you fail to learn if this person filters for Procedures or Options, you immediately have a 50% chance of failing to communicate. Rather, you risk confusing and irritating that new prospect. Want to take that chance? Or, would you prefer to learn a new skill that will increase your success?
I think it's logical to look at which professions attract people with a preference for Procedures. They include: accounting, auditing, telemarketing, legal compliance, law enforcement, mechanics, engineering, the military, middle management and operations management. IRS agents and safety inspectors are also likely to have a preference for Procedures. What professions don't attract Procedures-oriented people? Any job or career that requires brainstorming or free-form thought.
Options
At the opposite extreme from Procedures is a preference for Options. (Remember, this preference is in a specific context.) As you would expect, these people, are not comfortable with a set way of doing things. When a procedure is imposed on them, they go into a claustrophobic reaction, experiencing a sensory deprivation. Their preference is to keep their Options wide open and "make it up as they go."
People who look for Options are innovators. They are compelled to go around the established rules. Interestingly, they can develop new procedures, but won't be able to follow them. Given a surefire method for earning a million dollars giving annuity seminars, they will change the formula, seeking to "improve" on it. The result will be an eroding of the earnings.
There is a business philosophy that suggests, "if it ain't broke, don't break it." Obviously, it was invented by someone who filters for Procedures.. People who filter for Options hate that philosophy. They love to break the rules. Who do you suppose instigated the Boston Tea Party? Who do you suppose braved the icy Atlantic Ocean to leave England for the New World? Who comes up with new financial products?
As sales people, if you are not able to recognize the Options orientation, you could be driving a wedge between you and that person from the first Hello.
A few of the professions that attract people with a preference for Options include: advertising, design, research and development, strategic planning, counseling writing, speaking and performing. Entrepreneurs are also more likely to have a preference for Options.
If you want to take your business to the next level, you must be able to tell the difference between Options and Procedures. And, you must be able to use this skill to define your "A-level" target market. If you can't define them to this degree, you can't attract them.
In up-coming issues, I'll go into even more detail and explain exactly how you can use this incredible knowledge. For example, I'll teach you how to recognize them by listening to the words they use in conversation. I'll also teach you how to use this knowledge to develop a psychological profile of people you love working with. Naturally, this is how you attract more of them.
MICHAEL LOVAS is the author of ten books, three columns, and a thousand articles on Professional Credibility and the Psychology of Communication in the financial industry. He's the co-founder of AboutPeople and the founder of Credibility Marketing.
Michael speaks at conferences and seminars in Canada and the US. He is an inspiring trainer and coach who helps advisors improve their businesses. He holds three prestigious certifications: Licensed Master Practitioner of Neuro-linguistic Programming (NLP), Licensed Trainer of NLP; and Clinical Hypnotherapist. They make Michael an expert at helping financial professionals succeed at a higher level by building more meaningful business relationships.
AboutPeople Books:
- (NEW) Questions Are the Answer! - A guide for using questions effectively in sales conversations
- (NEW) Axis of Influence! - How credibility & likeability intersect to drive success!
- (NEW) Words that Sell - The language of psychological marketing & selling
- Face Values - How to read people and connect with them in less than 3 minutes!
- The Boomer Report - The financial advisor's guide to understanding the boomer mind
- Presentation Magic - How to gain a psychological advantage in your seminars and sales presentations
- The 5 Levels of Rapport - How to create a meaningful connection with people who are important to you
- Magnetic Connections - Consultative selling for financial professionals
- IDENTITY - How to create and deliver the most important statement of your business life
- Inside the Mind of the Senior Market
- Beyond Wave Marketing - How to add credibility to your relationship marketing
Find AboutPeople books at: www.aboutpeople.com
Michael Lovas, C.Ht.
AboutPeople
(509) 465-5599
1503 E. Riverview Dr.
Colbert, WA 99005
www.aboutpeople.com
