We all have hot buttons or 'motivators' that impact us uniquely and profoundly. In the world of human influence, marketing and selling, 5 such motivators have been identified. We looked at Love and 2 other motivators in prior columns in this periodic series. With this post, we will begin to explore the impact of Pride as one of the 5 Motivators of human behavior.
In theology, one may speak of pride as a deadly sin. Certainly there is a healthy and unhealthy pride. We aren't looking at theology here. Rather, we are considering how pride can motivate, drive, attract or compel a person to desire some goal, position or thing.
The key in each of these 5 Motivators of human behavior is to consider which ones of the 5 Motivators are driving our prospect. This can best be done through a combination of questions and/or listening and observing.
For example, let's say a person pulls into a sales center in an older car. Picture for the moment that you are in a position to see the vehicle up close. You look into the car's window. They have children and the car is older, but the car is spotless inside and out. The children may not have the best clothes, but they are neat and clean. The parent you are talking to is as well. These may be a pretty good clues that this person has self-respect, pride.
In the last column on the motivator of Love, we related an actual story about a parent and their home search. Love was part of their motivation, but so was pride. So by noticing that motivational driver, we may be better able to understand and assist them in their purchasing process.
Pride may drive someone to seek a better home or a more prestigious job or title. Which is to say that knowing the 5 Motivators can also be useful in management, not just in marketing and sales.
We've already noted before regarding the use of the 5 Motivators, these are not to be thought of as tools of mere manipulation. In marketing and sales, it could be that we could attract and 'close' a customer on something that may not be in the best interest of the client. Such 'sales,' over time, cost you and your firm more business than they generate. So let's underscore the point that we must always have the proper intention of serving the best interest of the client.
That said, when we have that 'best interest' of the client in mind and we detect that they have x motivator or motivators at work, we ARE better able serve them when we keep such factors in mind.
For example, let's say that there are two homes with a similar payment for the client that you could sell them. One fuels their sense of pride, one does not. Maybe the one that fuels their pride is slightly more than the other. They budget, they can afford it. Are you doing them a favor if you could persuade them into the less expensive home, the one that doesn't fuel their pride?
Arguably, no.
If you are selling in a Business to Business (B2B) vs. business to Consumer (B2C) environment, the 5 Motivators can still be of tremendous value. Let's say know that your prospect is shooting for a promotion. You have a product or service that – properly use – could help that company while helping that contact of your advance. Does it make sense to touch that base as you outline the recommendation for such a prospect?
You bet.
Knowing the 5 Motivators – combined with discipline and the KYPs of selling – will yield more and happier customers. We will look at the final of the 5 Motivators, Profit in our next column in this periodic survey of this topic. ##
L. A. "Tony" Kovach
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