What I’m trying to do in this forum article/discussion is to stimulate your thinking about the psychological process in what really influences human behavior and to get you to think beyond your current approach.
From a behavioral science view there are three main ways to influence human behavior. The most common and least powerful way is by addressing needs. More, but not the most, powerful are wants. And, by far, the most effective way to influence human behavior is through core values (which is a mix of wants and beliefs, standards etc). Values-Based Selling is the key to deliberately getting people emotionally involved and creating trust. Don't confuse 'values-based' selling with ‘value-added' marketing.
I am not suggesting that you ignore needs; however, we no longer live in a needs-oriented society. Why are needs the least powerful way to influence human behavior? Needs are tied to shoulds. For instance, take statements like "I should save money"; "I should make more investments"; "I should make better decisions"; " I should get a financial plan"; or "I should have more discipline." The key to guiding people toward smart choices is to get them to want to.
Tangible wants are a step in the right direction. Tangible wants, such as early retirement, vacation homes, good schools for the kids, new car, estate protection, travel, and other goals are incentives to seek advice.
But, in truth, even wants don't have the emotional pull that values do. Values are intangible feelings. Intangible, pure, undiluted feelings like love, pride, security, freedom, making a difference, independence, accomplishment, self worth, and so forth are key factors in influencing behavior. Values illuminate people's emotional motives so clearly, they must take action ... for their own reasons. Needs have the power to illuminate emotional motives as much as the penlight on your key ring, while wants work like your average flashlight. Values, however, illuminate emotional motives like a row of halogen high-beams on the front of a Mercedes on the Autobahn. Your prospects and clients are most likely to take action on your ideas when they feel a strong emotional connection to them. Your job is to illuminate their emotions so they fully understand the relationship between smart decisions and fulfilling their life values. Your job isn’t to be a traditional sales person and sell the ‘old school’ way.
Everyone has a unique 'values hierarchy.' Just like fingerprints, no two values hierarchies are alike. I do understand that on the business as well as the personal level value can be a difficult thing to define and comprehend. May be a simple scenario can help you grasp the idea. Your offering is a nice, cold glass of beer. How valuable will it be regarded by potential buyers?
- to a person who’s religion does not allow him to drink alcohol - the value is absolutely zero
- to a person who’s body is very sensitive to alcohol – the value is next to zero
- to a person who is very drunk already – the value is very limited
- to a person who’s preferred drink is wine – the value is moderate
- to a person who has been on the golf court for hours without anything to drink – the value is high
- to a person who is crawling in the desert with the sun burning his back and his dry tongue hanging out of his mouth – the value is tremendous (he can hardly believe it’s a real beer - he is afraid it’s just a hallucination).
Conclusion: different people want something different and appreciate the value of a specific offering differently; the same person appreciates the value of a specific offering differently in different situations and even at different points in time; the more relief you can provide the more valued your offerings tend to be perceived. So, when you stimulate a conversation with current and prospective clients about their values (what is truly important to them), they will become emotionally involved, you can touch on their ranking of values, understand them at a deeper level, and you can dramatically shorten the time it takes to gain their trust. Emotional involvement and trust are two critical elements in creating profitable client relationships.
In terms of sales it is the personal value that will trigger an reaction! Why? Because from a personal perspective value is a concept that describes the beliefs of an individual. The values of a person are the principles, standards, or quality which will guide the human action. A set of values may be placed into the notion of a value system.
The difficult part is as discussed that values are considered subjective and vary across people. Which makes it so difficult to sell really value based. The most sales people that argue that they sell value based, just because they present their products based on values, have not understood the concept of value based selling (which are the most). The most salespeople I encounter do that what I call the problem/pain – value method. In its basic concept it works like this. If you really have a problem or pain and I have a product/solution that fixes this problem/pain, than I have delivered value. In a way that is true. But that is not Value Based Selling. Here is a Value Based concept that in its theory is easy but in the real practice quit hard:
Prospects don’t always buy what they need – for that does not necessarily provide them value. They always, however, buy what they want, for that is of value to them. Here’s the difference:
Needs are…
• product specific
• rational (based on situational problem)
• above the surface
• based on facts and often measurable
Wants, on the other hand, are…
• product neutral
• emotional
• below the surface
• based on perception and often not measurable
As a consequence, here’s the principle:
Salespeople who can present their products or service (a need) in the way that their prospect wants to perceive it will be more likely to make the sale. That is Value Based Selling, let’s put it another way:
Prospects are more likely to buy what they need from prospects who understand what they really want, for then they fell you can provide them with value.
The thing to remember is that when needs-oriented planning leaves your client occupied, try focusing on your client's wants (which are his or her's values) instead. Needs simply don't have the emotional punch to influence human behavior. Remember, the least effective approach is to try to satisfy client needs (based on problems and pains). A better approach is to help clients get what they want and desire - which is their value expectation. The most effective sales professionals help clients fulfill their values in life. Differentiate yourself! Don’t be a traditional salesperson, become a Trusted Sales Professional - sell with values (with true values).
Without realizing it, you project your own values when you promote yourself. How do you feel when people project their values on you? Do you like it? Are you anxious to do business with people who project their values on you? You can't get people emotionally motivated when discussing your values. You do it by talking about their values. The first logical question to ask yourself is, 'How do I get people to talk about what is important to them (their values)?' Then, ask yourself, 'How do I use that information in a positive way? How does this create trust?'
Listen for words and phrases like freedom, control, satisfaction, making a difference, independence, feel really good, pride, achievement, contribution, oneness with God, etc. These are indicators that you are on the right track, because they represent values. And values are emotional and they create positive emotional feelings in the person you are speaking with. The thing to remember is that when needs-oriented planning leaves your client flat, try focusing on your client's values instead. Needs simply don't have the emotional punch to influence human behavior.
Remember, the least effective approach is to try to satisfy client needs. A better approach is to help clients get what they want and desire. The most important point about value is that value to your customer is not something you define – it’s exclusively defined by the buyer (and based on their wants). The value expectations that make them initially buy from you – as well as the total experience over time. Both the subjective and the more measurable values delivered by your total organization - that makes him buy from you again the next time. The most effective sales professionals help clients fulfill their values in life. Differentiate yourself! Don’t be a traditional salesperson, become a Trusted Sales Professional.
Regards – Mark von Rosing
PS:I hope this has provided some value (little smile)
