2 steps to appeal to your customers' primary needs

Here's a simple two-step approach for appealing to your customers' motives:

Step 1: Awareness, awareness, awareness. Know thyself. Forget about pigeonholing certain personalities and then responding with a manipulative ploy. Merely ask yourself: "How do I behave when I want something?" Then respond accordingly.

From such self-observation, you will discover creative ways to appeal to your propects' motives. Notice how focused and single-minded I became when I needed to get warm. Nobody had to convince me of what I needed. Assume from the get-go that your prospect is talking to you because you have something they want badly enough. You will find yourself speaking with more authority knowing you're selling something your customer has a desire to buy.

Step 2: Choose the appropriate appeal to arouse desire. The saleswoman knew I wasn't interested in color-coordinating at that point. So she concentrated on finding my size and worried about style later. As Maslow knew, we tend to want basic needs fulfilled before we start thinking about making a fashion statement.

Often several desires are working simultaneously. Research studies indicate that prospects frequently buy based on the following emotional buying motives. Let's see if I fell into one of these categories:

· Sex appeal: Form-fitting fleece tights feel and look pretty sexy. My husband seemed to think so: "It's nice seeing that figure of yours again," he commented, "now that you've shed three pairs of sweats."

· Social approval: I was new in town and felt suddenly isolated because I was too cold to participate in outdoor activities. The desire to be socially accepted in my new town motivated me to buy the proper attire.

. Status: There is a certain status in being fit. We boomers take pride in running marathons, skiing or hiking with our twentysomething children. Advertisers use this appeal to motivate us to stay in shape.

· Comfort: My number-one priority was warmth, and the saleswoman cut right to the chase, using her experience for impact: "I hate being cold."

· Credibility: Greg the Ironman knows what to wear. A recommendation from him made my buying decision easy. One word from the expert eliminated any need to compare prices or quality.

Customers buy because good salespeople know how to discover their motives by asking questions, listening and observing.


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