Pushing Your Customers Hot Buttons For More Buinsess Development
posted in Off-line Marketing |This article is written by J Keightley who is a professional life coaching specialist and ecommerce business owner of Giggleberries Mens Underwear, it explores the gains of understanding your customer’s values in order to increase sales.
We all have values in life and it is the value we place on things that determines the importance and appetite we have for whatever it is we are attaching them to. They can either be contextual or inner; by this I mean that we can attach values to certain contexts or objects in our world or they are related to our inner beliefs and perception of reality, which vary from person to person. The value we attach will be unique and personal to each individual’s perception of reality, which itself will have been constructed over many years of cultural and social experience.
Our inner and contextual values are like ‘hot buttons’ and we all have the hunger for them to be pressed because when they are our values are being satisfied. Therefore, when we are trying to engage with our customers it is helpful to be able to identify and satisfy their values so that we can in affect press their ‘hot buttons’.
It is possible to identify both contextual and inner ‘hot buttons’, and each can be useful when trying to reach out to our customers. The later requires much more skill and time and yet is possibly the most lasting, so if you are wanting to secure an ongoing relationship with a customer and increase the chances of them returning, then pressing their ‘inner hot buttons’ would be more helpful.
On the other hand, being able to press their ‘contextual hot button’ is much easier to acquire and so it might be useful to stick with this approach as ‘inner hot buttons’ is beyond the scope of this article.
To give you an idea of a context dependent value or hot button, imagine you sell cars and your customer reveals to you that the car they have had for the past 5 years has been so RELIABLE, EASY to drive and just seems to have a really SOUND and STERDY finish to the build. These are the values that they place on this particular context and are the anchors or ‘hot buttons’ to what is important to them.
Therefore, being able to identify these and subtly press their ‘hot buttons’ you are letting them know you are able to provide and meet their desires for that context. The way to do it is simply to repeat and weave in to your communication the same words. However, you have to do it naturally and as subtle as possible, or it could come across as a hard sell. Therefore, take your time, have some ‘chit chat’ and once in a while, make appropriate conversation with the odd ‘hot word’ slipped in here an there, such as, ‘it’s important to have a RELIABLE car’ or ‘let me start the engine, how does that SOUND’. You can see how it works.
The knack is to identifying the right ‘hot buttons’ and this is all about listening and asking questions. Just by listening to what the customer says in general conversation will give you the opportunity to identify most of the contextual values or needs that they disclose. Let the customer talk as much as possible, use silence to elicit more one way conversation and then you can ask questions when they seem to have said all they want to say. Ask them what they like about the car they are looking to change or what are they are looking for in the car they want to buy.
‘Hot buttons’ are an effective way to develop rapport with your customers and a fast way to satisfying their needs.
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