Why People Don’t Buy from You|
Michael Lovas
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.
Your Reward: If you read
all the way to the bottom of this article, you must enjoy the
psychological side of life.
Send me an email,
and I’ll give you a $10 discount on our eBook titled Face
Values — how to read people and adjust your presentation to
motivate them in less that three minutes. (This offer
expires on August 1, 2004.)
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MICHAEL LOVAS is the
co-founder of
AboutPeople in Dallas, Texas. He is the author of five
books, three columns, and a thousand articles on Professional
Credibility and Psychological Communication in the financial
industry. He regularly speaks at conferences on how to read
people and connect with them. His programs include: Face Values,
Magnetic Marketing, and The Magnetic Connection for Financial
Presentations.
Most recent presentations have
been for: IMCA, Smith Barney’s APIC, American Express Financial
Advisors and Bruce Wright’s "Macro Strategic Planning"
conference.
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Michael has earned two
prestigious certifications: Licensed Master Practitioner of
Neuro-linguistic Programming and Clinical Hypnotherapist. He
uses those skills to coach advisors in how to improve their self
image and business relationships.
AboutPeople is the recognized
go-to resource for providing Magnetic Marketing and
psychological communication in the financial industry.
AboutPeople Books:
Face Values
The Emotional Connection
The 5 Levels of Rapport
Distinguish Yourself Workbook
Beyond Wave Marketing
Michael Lovas
AboutPeople, Inc.
10718 Morning Glory Dr., Dallas, TX 75229
michael@aboutpeople.com
www.aboutpeople.com
(214) 366-0919
