What Makes People Buy? Whiteboard Wednesday #3

[Music] hey JB here the wolf was in the house for whiteboard Wednesday the first whiteboard Wednesday since my dad passed away last week Jory's washed me right now saying he loves white blood Wednesday like that was it wasa me home from the movie he was Mad Max great guy right may you rest in peace let's get to it I want to talk about no want to instruct you serious instruction on what I consider to be a collision for someone improving in sales for whatever you are but especially for those people who are single this beginners

are not professional salespeople the professional says they will know this maybe some don't but there's an a thought an idea that sort of is the benchmark for everything else in sales and that is what is really happening when someone goes from saying let me think about it let me call you back bad Tommy yeah what happens when so goes from one of those to saying yeah let's do it someone's on the fence changes their mind says yes let's do it and I I think that what happens with a lot of people of trouble selling you

don't really know what causes a person to do what mechanically happened in that prospects mind that made them change it so let me give you a visual here and you know them the world's most artists I'm gonna give it a crack here and I have something I used to illustrate this called the scales so imagine this is a beam there right for one of those old-fashioned scales right and you have in the middle of fulcrum this is your fulcrum this is your beam right and right this is your Center it's in the center right so

at rest with no weights on either side right the scale should be balanced right when someone enters into a sales encounter remember this they enter in with preconceived notions matter what you're selling cars insurance real estate information products can soon we're good doesn't matter what it is people prospects they enter the encounter with ideas already formed about the product and maybe not your property your type progress when someone goes and shops for cars before they walk into a dealership and look at any particular car well they know what cars do what cars they like what

problems they've had in the past well they might have heard about your car or just cars in general what a sales people who sells cars like what are the dealers like we have preconceived notions for everything we are about to buy so imagine when you enter into a loser car dealership right and it could be anything right and you enter in you have these sort of logical reasons why you're going to buy now you have certain reasons why right based on you up certain needs you've heard certain things you have these preconceived notion and you

also enter with logical reasons not to buy now okay and bother there might be five of these ln reasons not to buy now LVN to buy now right and then you also have emotional reasons why you should buy and not by us we always have the positives and negatives when we go to buy something before we even know we walk through the door like all right we have these sort of ideas ahead what's good about it what's bad about it right and most of the time we don't really know that much about what we're about

to buy and the job of the salesperson is to educate us they tell you things about the product they go over the features they explain what benefits those features give you so what happens is as the sale progresses and I use a straight line o is for the same though this is your open this is your clothes right as the sale progresses the salesperson keeps saying things doing things showing you may be testimonial showing you brochures they show you things that keep increasing your reasons to buy now at tell me knock out your reasons not

to buy now so as the sale progresses they keep building up the positives knocking out negatives building up positives positive buzz knocking out negatives right and at a certain point in time what happens is when these negatives outweigh the positives enough the scale drops and the person says yes makes sense in other words it's when someone says let me think about it what it really is someone saying you know I still have too many concerns too many little negatives unanswered questions all right I don't know enough those are all negatives and as the salesman does

his or her thing you are knocking these out you're not he's at the same time you're building up the positives and boom the scale drops right very simplistic way to look at what happens when someone goes from saying let me think about it to saying yes but there's more to this too the other thing that most will miss with selling is that this fulcrum here isn't always in the middle see when the fulcrum is in the middle that means that you're like kind of yeah you're at you know there's if you have 10 positives and

10 negatives in your mind then they kind of battle they cancel each other out you're not gonna buy but they're balanced in the middle right so 10 negatives 10 positives you're fine you're gonna knock you're not gonna buy but you're like you're right in the middle right you're sitting on the fence but there are certain people like me who are born buyers I'm a sucker I buy everything right so what happens in my case is the beliefs I have about buying are such that my fault hram is not in the middle my focal is over

here so when I'm actually giving weight to my negatives I'll say I have 10 negatives and 10 positives but because of my beliefs about buying in making decisions my fulcrums here guess what these 10 negatives they don't exert that much force on my buying decision and the 10 passe BAM they make massive differences in my decision since my folk come over here means a little bit of positives will offset a lot of negatives that someone was very easy to sell to we call it having a low action threshold meaning before I take action and say

yes I'll buy I don't have to be that certain like it still have seeds of valid negatives and not all the positives lined up conversely if someone like my father his phone is over here may he rest in peace right my dad was one of the toughest people in the world to sell to what does that mean he could have 12 positives why should be by now if he has one nagging negative it's enough power it exerts the power is essentially amplified because of his beliefs about buying about making decisions how he processes the world

around him his implicit trust or distrust in people in other words when you have someone like me you're trying to close my folk from is over on the negative side get me reasonably certain I'll buy so unlike my dad he's over here you have to make him absolutely certain and damn sure of it now why is that important well the first step to closing more sales and making more money no matter what you do and this goes for negotiation as well it could be selling anything just persuasion is understanding what you have to do to

get someone to say yes that's what salespeople do we don't turn those into yeses we turn let me think the ballots into yeses let me call you back Cynthia says that's what's happening and there are two ways you attack that the first way is by saying things doing things showing them information brochures the emails testimonials and those things are all designed to build the positives and knock out negatives that's what you're doing the second thing you're also doing is attacking the position of the fulcrum there are certain language patterns that we can use there's certain

groups of words we could put together they can go to languages right well you can actually temporarily take someone who has a very high action touch like my dad mean the book was over here you could temporarily lower that threshold and close the deal so I'm not gonna get specific today this is just an overarching principle just remember that when you're selling when you're persuading when you're negotiating right there's these two things they're happening simultaneously number one what's the positives versus the negatives what's that equation look like and you better be doing things and saying

things to essentially knocked out negatives build on positives simultaneously you want to be using certain strategies that allow you to essentially lower someone's action threshold by moving the fulcrum over to the left two ways the mourn primaries and one is through language patterns and the other is to adding on pain separate training here but that's your overarching bullet for the day remember this when you're selling you're not just dealing with positives and negatives there's also this force how much force does one negative exert on a person's buying decision with me one maybe doesn't insert that

much force with my dad the opposite make sense all right and we'll get more specific in the whiteboard Wednesday's to follow I love you all subscribe to whiteboard Wednesdays it's great information and it's also free and also by the way check out the link below about the straight line system you gotta check out a new system I create I have an upgraded version which is a certification training you gotta check it out click on the link TM believe me you'll be glad you did take care and see you next one you