I recently read an article by Anthony Robbins whereby his most recent insight really wasn’t exactly earth-shattering at… but his views on the concept was dead on the mark.
Basically, Robbins points to the fact that in all our lives, we receive and process countless amounts of information daily; and each and every one of us will process this information differently.
How we process this information is based in large part on our personal experiences, preferences and personality. A lifetime of decisions and outcomes influence who we are at this very moment; and breaking from the mold we have created for ourselves is not an easy task!
In his article, Robbins uses the example of buying a car. Are you looking for class, speed and ‘flash,’ or are you the one who is focused on economy, low cost of ownership and fuel effeciency?
The point he is making is that this pattern of decision-making permeates our being… we are hard wired to either run to stimuli (pleasure) or avoid stimuli (pain). Its our natural rsponse to practically any situation; and its difficult not to fire our decision-making in the manner opposite from that which we have become programmed after a lifetime of behavioral pattern development.
So, what does this all mean in the world of business?
When we attempt to sell a product or service; you need to know your customer, and most important… know how that customer is ‘wired’. Are they attraction or avoidance-based personalities?
Going back to the car-buying anology; do you up-sell the sporty features and powerful V-8 engine to the customer who is hard-wired to prefer economy and low cost of ownership? Probably not… if you want to actually make a sale and have that person as a repeat customer. Here your sales pitch becomes: ‘this car isn’t a gas-guzzler and it won’t cost a lot to maintain…’
You get the point.
The lesson goes back to providing good customer service. Know your customer as best you can; listen to the customer to get a sense of their personality, wants and desires… as well as what they don’t want.
This approach will serve you well in business, and in life.