WHY PEOPLE DON’T BUY FROM YOU
by 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 how the natural mental filtering system works to influence decisions and behavior — such buying behavior.
By the way, the decision-making process usually takes place behind the scenes, in the subconscious. The person is normally completely unaware of it.
Most of the research into “why people buy” focuses on consumer buying behavior, rather than on the decision-making process that sets up the purchase. It’s less important what people buy than how they make the purchase decision. The result of this 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.
To learn how buyers make decisions; you need to understand them — get inside their heads and understand how they deal with incoming information.
Let’s apply this to your business. The key steps to sell and market effectively are to: 1) identify your best buyers; 2) get inside each one’s head and find out how they think; and, 3) make a mental map of their mental filter configuration.
Knowing these basic psychological facts will help you understand how to do this.
- People with similar behavior patterns have similar language patterns;
- Observe a person’s language patterns and you’ll be able to predict their behavior; and
- Learn these language patterns and you’ll be able to influence this behavior.
There are about 60 categories of behavior. This article will focus on two of them: procedures and options.
Picture a scale. At one extreme 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.
Let’s say you’re talking to a new prospect. If you fail to learn how whether this person filters for Procedures or Options, you immediately have a 50% chance of failing to communicate. Instead, you risk confusing and irritating them. Do you want to take that chance – or would you prefer to learn a new skill that will increase your success?
Procedures
People who prefer (need) to follow an established procedure in a specific situation fall on the “Procedures” side of the scale. These people feel compelled to follow a procedure when one exists, and they’ll usually follow it all the way to the end. Finishing the procedure becomes a goal they need to attain. The fact that a procedure has already been invented, tested, and approved indicates to Procedures-oriented people that there’s a “right” way to do things.
These people don’t like situations that require them to improvise or “brainstorm.” Given the responsibility of choosing from a list of possibilities, they go into a state of sensory overload. They prefer to avoid situations in which they have to make distinctions and choose from a variety of alternatives.
Professions that attract people who prefer Procedures 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 prefer Procedures. What professions don’t attract Procedures-oriented people? Any job or career that requires brainstorming or free form thought.
Options
A preference for Options lies at the opposite extreme from Procedures. (Remember, this preference is in a specific context.) As you would expect, these people, aren’t 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. They prefer to keep their Options wide open and “make it up as they go.”
People who filter for Options are innovators, with a compulsion 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, an Options person will change the formula, seeking to “improve” on it. The result will be an erosion of earnings.
The business philosophy “if it ain’t broke, don’t fix it” it was invented by someone who filters for Procedures. People who filter for Options hate this 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?
As a salesperson, if you’re not able to recognize a prospect’s Options orientation, you could be driving a wedge between yourself and them from the get-go.
Professions that attract people who prefer Options include advertising, design, research and development, strategic planning, counseling writing, speaking and performing. Entrepreneurs are also more likely to prefer Options.
Conclusion
To take your business to the next level, you must be able to tell the difference between prospects who prefer Options and those oriented to Procedures – and to use this skill to define your “A-level” target market. If you can’t define your prospects filters, you can’t attract them.
Future articles will go into more detail, explaining how you can use this knowledge. For example, I’ll teach you how to recognize a prospect’s buying style by listening to the words they use. You’ll also teach you how to develop a psychological profile of people you love working with so that you can attract more of them.
Michael Lovas is president of AboutPeople (Colbert, WA), a firm that uses Psychological Language Patterns to develop marketing programs. A Master Practitioner of Neuro-Linguistic Programming, he teaches financial advisors how to use common-sense psychology to help build trust with A-level target markets. Michael has written twelve books, mainly on professional communication in the financial industry He also holds the distinction of creating “Credibility Marketing” in 1991. For more information, call (509) 465-5599, e-mail [email protected], or visit www.aboutpeople.com.