Is this really the REAL secret?

13 years ago

Hi there,

I think the motto for the modern world is,

"Find out what they want and give it to them, because they're not going to work for it."

All the best,

Sasha,

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Claude Whitacre

13 years ago

Originally Posted by SashaLee

Hi there,

I think the motto for the modern world is,

"Find out what they want and give it to them, because they're not going to work for it."

All the best,

Sasha,

Ha! I actually like that better. "Find out what people want....find out how to contact the rest of the people who share that want...and either do it for them,or sell it to them"

"Show them how to get it"? That's what the presentation would be, but seeing an info product that gives instructions?

Ten years ago, I would agree. But I find it far easier to sell the packaged solution for ten times what the instruction would cost.

The fly in the ointment is expecting a customer or client to do something.

In fact I sell the idea that buying something is "action" on the client's part....and "making a decision" is a real contribution and effort.

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Aaron Doud

13 years ago

I think I would rephrase it as

"Figure out what people will want and make it available to them."

Many great products and services that we all use were not something we knew we wanted. But those great people figure out what we would want and made it available and often we all came running.

The secret to selling is realizing that people do not always consciously know what they want. But they will want it when they see it (aka you show them it and why it will help them).

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Aaron Doud - Sales & Success

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ThePromotionalGuy

13 years ago

Aaron,

Originally Posted by Aaron Doud

I think I would rephrase it as

"Figure out what people will want and make it available to them."

Many great products and services that we all use were not something we knew we wanted. But those great people figure out what we would want and made it available and often we all came running.

The secret to selling is realizing that people do not always consciously know what they want. But they will want it when they see it (aka you show them it and why it will help them).

You couldn't be more dead on. Here is a very simple example from a car key. Now don't miss the point.

I've had customers bring in their car key and say their key no longer works in the ignition lock and want to know if I will duplicate that worn out key.

I advise the customer that duplicating from a key that doesn't currently work in their lock won't give them a better duplicate key. Only a new non working key.

Then they will go on and say that the key does work but they have to jiggle it and finally it turns in the lock.

That's when I take them out to their car and ask them to show me what they mean.

After watching them struggle to get the key to turn I'll ask them, "How would you like to not have to do all that wiggling and jiggling anymore and just have the key turn without making you work at it?"

Of course they are now all ears. I explain how I can do this and 90% of the time I've made the sale.

As for that 10% believe it or not they will tell me they don't want a better key because they are use to wiggling the key and they are okay with that.

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donza

13 years ago

Originally Posted by ThePromotionalGuy

Aaron,

You couldn't be more dead on. Here is a very simple example from a car key. Now don't miss the point.

I've had customers bring in their car key and say their key no longer works in the ignition lock and want to know if I will duplicate that worn out key.

I advise the customer that duplicating from a key that doesn't currently work in their lock won't give them a better duplicate key. Only a new non working key.

Then they will go on and say that the key does work but they have to jiggle it and finally it turns in the lock.

That's when I take them out to their car and ask them to show me what they mean.

After watching them struggle to get the key to turn I'll ask them, "How would you like to not have to do all that wiggling and jiggling anymore and just have the key turn without making you work at it?"

Of course they are now all ears. I explain how I can do this and 90% of the time I've made the sale.

As for that 10% believe it or not they will tell me they don't want a better key because they are use to wiggling the key and they are okay with that.

Are you really satisfying a want? Don't you think most car drivers need a key that they can reliably insert in their lock and start the engine?

The only reason you aren't converting everyone is because of price.
I bet if you said "I can make you a brand new key for the same cost as copying the old worn out one" then you would have close to a hundred percent conversion rate.

What's happening is the 10 percent are weighing up the cost of the new key, and it's benefits, versus something else like paying their overdue utilities bill. They've decided the risk of the key failing is less important than having the lights on.

An example of this is when I was a teenager I had a car with a starter motor that was on it's way out. I went to the used parts dealer and they said they could recondition it for about 150 dollars. I had a choice no parties, concerts VS reliable car. I chose to party.

Luckily I had a stickshift so, when I was by myself, I tried to park on slopes to roll start it. When I couldn't do that I would take my trusty steel mallet and give the starter motor a whack. I don't know exactly what this does but it worked

Anyway, over a period of about a month I kept doing this and the starter motor required more and more whacks for it to work. I think at the end I got
up to about thirty-fourty hits

What finally motivated me to get it fixed was sex, well the possibility of it. There was a girl I wanted to take out and I didn't think my chances of success would be too high if she had to watch me bashing the starter motor , for twenty minutes, every-time we stopped.

Cheers Don

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ThePromotionalGuy

13 years ago

Don,

Originally Posted by donza

Are you really satisfying a want? Don't you think most car drivers need a key that they can reliably insert in their lock and start the engine?

The only reason you aren't converting everyone is because of price.
I bet if you said "I can make you a brand new key for the same cost as copying the old worn out one" then you would have close to a hundred percent conversion rate.

What's happening is the 10 percent are weighing up the cost of the new key, and it's benefits, versus something else like paying their overdue utilities bill. They've decided the risk of the key failing is less important than having the lights on.

Wow 90% conversion isn't great in your book. My competitors are usually converting at around 60-75%. So for 25 years I've been doing it all wrong.

Oh and for this statement you made:

I bet if you said "I can make you a brand new key for the same cost as copying the old worn out one" then you would have close to a hundred percent conversion rate.

That would be a bold face lie to tell a customer. Thanks for the sound advise.

Yuuup the 10% always thinks it's about price.

Thanks
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midasman09 Banned 13 years ago

The REAL quote is; "Find out what people WANT....then....SELL it to them!"

There's a huge difference between "Wants & Needs" and "Sell and Give"!

Do businesses really WANT a "website" or, do they WANT...more customers?"

The "Subject" line of emails is rarely talked about here HOWEVER....it is what "Stops Viewers in their tracks and motivates them to click to read the rest of the message!"

WHAT kind of message would "motivate" recipients to click into the message? A "subject" line that's worked for me is;

"CAN YOU HANDLE MORE.....Patients/Clients/Customers?"

Even if they're so busy they can't possibly take care of any more patients/clients/customers.....curiosity WILL cause them to "click thru"!

Put yourself in the body of local Service Business owners. WHAT do they WANT? How about more Leads?

How is little ol' you going to provide them with "More Leads"?

One way is to make a "KeyWord Video" (las vegas roofing) and get it ranked on 1st page of G so the Thumbnail for the Video stands out like a sore thumb on the page....and they feel Forced to click it.

With my "TV Channel Guides" (a Card with the Local TV Channels and Ads of local businesses, placed in hotel rooms) My "opening statement" is; "Hey Mr Pizza Man, I can put a photo of one of your Mouth-Watering Pizzas in EVERY ROOM of the Holiday Inn....in front of "Hungry Travelers"!

I then hand my prospect a sample and WHALA....Instant Sale! WHy? Because he instantly can see how my Card....placed in the hands of a Hungry Traveler or Tourist will bring him more Pizza orders.

Don Alm....sales guy
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- donza 13 years ago
  
  Originally Posted by midasman09
  
  Don Alm....sales guy
  
  Hey Don,
  
  Where's your money making report? Three times, in the past couple of weeks I've clicked on your sig and come up with zip, nada zero, nothing.
  
  Cheers Don
  
  Thanks
  
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donza

13 years ago

Originally Posted by ThePromotionalGuy

Don,

Wow 90% conversion isn't great in your book. My competitors are usually converting at around 60-75%. So for 25 years I've been doing it all wrong.

Oh and for this statement you made:

That would be a bold face lie to tell a customer. Thanks for the sound advise.

Yuuup the 10% always thinks it's about price.

I commend you for exceeding the average conversion rate of your industry. That's great. I'm honestly not knocking your sales ability I just don't get what fixing an identifiable problem has to do with the post you quoted

"Many great products and services that we all use were not something we knew we wanted. But those great people figure out what we would want and made it available and often we all came running.

The secret to selling is realizing that people do not always consciously know what they want. But they will want it when they see it (aka you show them it and why it will help them)."

Anyway, I stick to my original point. People come to you with an identifiable problem. You offer a proven solution. You are not fulfilling an unrecognised want.

On the other hand,The first car manufacturer, to store all the cutting code instructions for their individual keys, would possibly fit the criteria of providing a service for which there was an unrecognised want.

Cheers Don.

Thanks
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ThePromotionalGuy

13 years ago

Don,

Originally Posted by donza

I commend you for exceeding the average conversion rate of your industry. That's great. I'm honestly not knocking your sales ability I just don't get what fixing an identifiable problem has to do with the post you quoted

"Many great products and services that we all use were not something we knew we wanted. But those great people figure out what we would want and made it available and often we all came running.

The secret to selling is realizing that people do not always consciously know what they want. But they will want it when they see it (aka you show them it and why it will help them)."

Anyway, I stick to my original point. People come to you with an identifiable problem. You offer a proven solution. You are not fulfilling an unrecognised want.

On the other hand,The first car manufacturer, to store all the cutting code instructions for their individual keys, would possibly fit the criteria of providing a service for which there was an unrecognised want.

Cheers Don.

You have missed the whole point again. Read what I ask the customer again:

"How would you like to not have to do all that wiggling and jiggling anymore and just have the key turn without making you work at it?"

Don't assume it's about a key. Don't conclude it's about a repair. Those are mere symptoms of something far more concerning to the customer that they don't voice because they don't recognize the want at first until the end.

What is more troubling to a customer than their vehicle key not working?

The customer's unrecognized want is not to have to THINK or WORRY about the possibility of being STRANDED and being EMBARRASSED later because they knew beforehand they had a problem and now others will find out that they did nothing about it until it was too late.

In conclusion the majority of my customers over the past 25 years tell me once I'm done, "NOW, I don't have to worry that my key won't work and I'll get stranded somewhere far from home."

Remember the symptom(s) lead you to the unrecognized want and that typically is buried deep inside the customer. Being that I've done this for so long I don't have to dig to deep.

What I'm selling them is not a replacement key or a lock repair. They are buying piece of mind and having concern and fear removed from their thinking.

Thanks
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donza

13 years ago

Originally Posted by ThePromotionalGuy

Don,

You have missed the whole point again. Read what I ask the customer again:

"How would you like to not have to do all that wiggling and jiggling anymore and just have the key turn without making you work at it?"

Don't assume it's about a key. Don't conclude it's about a repair. Those are mere symptoms of something far more concerning to the customer that they don't voice because they don't recognize the want at first until the end.

What is more troubling to a customer than their vehicle key not working?

The customer's unrecognized want is not to have to THINK or WORRY about the possibility of being STRANDED and being EMBARRASSED later because they knew beforehand they had a problem and now others will find out that they did nothing about it until it was too late.

In conclusion the majority of my customers over the past 25 years tell me once I'm done, "NOW, I don't have to worry that my key won't work and I'll get stranded somewhere far from home."

Remember the symptom(s) lead you to the unrecognized want and that typically is buried deep inside the customer. Being that I've done this for so long I don't have to dig to deep.

What I'm selling them is not a replacement key or a lock repair. They are buying piece of mind and having concern and fear removed from their thinking.

Sorry. but you remind me an art crtic who stares at a white square with four dots on it and writes a five thousand word essay on it.

You are just doing you job.

I can think of a tonne of examples where most trades/professions do something similar.

Client: My cars overheating can fix the radiator
Mechanic: I could but you'd better off getting a replacement one as this radiator is faulty and it will just keep giving you problems otherwise

Client: My legs sore can I have some pain killers
Doctor: I can give you some but what you really need is a scan

Client: My terrazzo floor needs to be cleaned as it's not shiny anymore
Stone Restorer: I could clean it but your terrazzo really need to repolished to regain it's shine

Client: Can you paint over that patch in the wall
Painter: I could but it will look slightly different. You'd be better off repainting the whole wall

No-ones trying to upsell, they are all just doing their jobs. That's what you are doing when you suggest they should get a new key cut.

BTW the stone restorer in the third example is me. Yesterday I went to a job where a lady was dissatisfied with the look of her terrazzo floor. It was dull in places. She just wanted a quote to clean it

I told her the only way to restore the shine was by repolishing it. I did a sample area, gave her a quote, three times the price of the cleaning, and she accepted it.

Cheers Don

Thanks
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ThePromotionalGuy

13 years ago

Don,

Originally Posted by donza

Sorry. but you remind me an art critic who stares at a white square with four dots on it and writes a five thousand word essay on it.

You are just doing your job.

I can think of a tonne of examples where most trades/professions do something similar.

Now you've said the magic words and uncovered your real view of what your perceptions are of what you think other businesses are really doing.

You continue to look at work as a job and how much you can get out of each job. Once the money is in your pocket you move on to the next job.

What you missed is what did that customer of yours really want that she didn't relay to you. You say the customer was simply dissatisfied with the way the floor looked.

OH NO MY FRIEND! Women are more complex than that. That terrazzo floor is but the tip of the iceberg and there is a deeper issue there.

That floor is an extension of what she wants others to see throughout her home. In her mind her home is her showroom and that terrazzo floor plays a significant role.

What else the customer might have really been saying to you wasn't important enough for you to dig a little deeper. You only heard, "dissatisfied with the look", give me a quote and how you can triple charge her.

I also noticed you don't mention what her unrecognized want was. Why is that? I was able to clearly describe my customer's but somehow your perception is trades people are only doing their jobs.

From my experience individuals that have this view, only see themselves in the same light.

Thanks
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donza

13 years ago

[quote]

Originally Posted by ThePromotionalGuy

Don,

Now you've said the magic words and uncovered your real view of what your perceptions are of what you think other businesses are really doing.

You continue to look at work as a job and how much you can get out of each job. Once the money is in your pocket you move on to the next job.

My aim is to act in my client's best interests. Referrals are how you succeed in my business. Also as stone needs to be periodically restored a happy client is repeat business in the future.

What you missed is what did that customer of yours really want that she didn't relay to you. You say the customer was simply dissatisfied with the way the floor looked.

OH NO MY FRIEND! Women are more complex than that. That terrazzo floor is but the tip of the iceberg and there is a deeper issue there.

That floor is an extension of what she wants others to see throughout her home. In her mind her home is her showroom and that terrazzo floor plays a significant role.

You really over-analyse things. These kind of basic drivers people understand intuitively and elaborating on them is pointless. For example I could have written something like this,

"I went to a home today to clean a terrazzo floor. For the owner the custom made terrazzo, one of the most expensive flooring options on the market, is not just a surface to walk on, it is a statement of her individuality and her success. When visitors look at the floor she wants to them to see the crisp reflections of all things she has acquired.
Understanding her motivations I said, "Cleaning will not restore the shine. Only a mirror treatment will revive the vividness of the colours, and return the floor to such astonishing clarity that when you look at it you will be able to see the reflections of everything in room like they were reproductions"

But why would I want to write such waffle when the guts of it can be encapsulated in a single sentence, "She wants her floor to be shiny"

What else the customer might have really been saying to you wasn't important enough for you to dig a little deeper. You only heard, "dissatisfied with the look", give me a quote and how you can triple charge her.

I was saving her money. If I had just cleaned the floor I know from experience she would have been dissatisfied and then I would have had to charge her again for repolishing it. Repolishing takes three times as long as cleaning that's why I charge three times as much. Since, I got the lead through a industry referral she accepted my professional judgement

I also noticed you don't mention what her unrecognized want was. Why is that? I was able to clearly describe my customer's but somehow your perception is trades people are only doing their jobs.

The reason I didn't explain, or try to find out her underlying motivation is because it would be pointless to do so. She wants her floor to be shiny it does not matter if she is trying to impress the neighbours, her mother-in-law or that she is a narcissist. If you were in my trade you would know that.

However, in some situations I do analyse what a client's motivating factors are.

For example, a few weeks back I had an extremely wealthy client call me to do some work on the marble in her house. She just wanted small areas repolished.

As soon as I saw the marble I knew if I didn't do it immediately I would miss out on the work. There was nothing wrong with the floor. I told her the floor wouldn't look much different when I was finished. She didn't care. I guessed she was bored and I was merely there to give her something to do. I have no problems with that. If rich people want to pay me to keep them occupied for a day that's fine with me.

Unfortunately I couldn't do the work until a week later and as I predicted. the day before the work is due to be done she texts me, "Going away will get work done when I get back"

Since she got back I've texted her a couple of times and on both occasions she has replied "Next week maybe"...... Which really means when I'm bored again.

Anyway, I've had enough of this thread it is like an atheist and a christian debating whether god exists. We have two different ways of approaching things. You like to analyse everything and I don't. There are plenty of successful people who follow both paths. Neither is wrong or right.

Cheers Don

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RedShifted

13 years ago

Originally Posted by Aaron Doud

I think I would rephrase it as

"Figure out what people will want and make it available to them."

Many great products and services that we all use were not something we knew we wanted. But those great people figure out what we would want and made it available and often we all came running.

The secret to selling is realizing that people do not always consciously know what they want. But they will want it when they see it (aka you show them it and why it will help them).

Great post.

This is the part I think a lot of people miss out on. The fact that so many people don't even know what they want. They think they do, right up untill something better comes along. Then they think "thats what I really wanted". And sometimes you need to get what you "want" just to realize its not what you wanted. Kinda like marriage lol.

But lets look at something simpler than marriage, like music producers -

We know they spend tons of money on synths and samples... but is that really what they want? An endless library of sounds?

Why do they really buy this stuff?

What are they trying to achieve?

If you ask me, many of them slip into this "gear whore" mentality for the same exact reasons many marketers slip into "shiney object syndrome".

People buy gear (synthesizers), because they think it will help them produce better sounds. People buy samples, once again, because they can't produce good enough sounds on their own.

So what do they really want? They want to learn how to create awesome sounds.. from their favorite artists and tracks. So they'd probably dump a lot of money for a project file from their favorite artist. I know I'd pay hundreds just to get a project file from Sean Tyas or Daniel Kandi. Maybe even more depending on the track.

Then you have marketers. Do they really care about WSOs?

I think the reasons most warriors are looking for a "special offer", is because they're expecting anything but something "special". I think most of the time they fear a "special nothing", or a terrible product.

In a way, the phrase "special offer" all by itself, tries to overcome that objection.

Do people really care if its special?
Do they even care if its cheap?
Or do they care that the WSO solves a larger problem, that they didn't even realize they had?

And if you could provide the real solution... how much more do you think they'd be willing to pay for it?

People don't spend a lot of time thinking about these questions. Because sometimes you can run in circles trying to figure this stuff out. In the end, I definitely think its worth it.

-Red

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ewenmack

13 years ago

Originally Posted by RedShifted

Great post.

This is the part I think a lot of people miss out on. The fact that so many people don't even know what they want. They think they do, right up untill something better comes along. Then they think "thats what I really wanted". And sometimes you need to get what you "want" just to realize its not what you wanted. Kinda like marriage lol.

-Red

So true Red.

At this point we have a decision to buy.

Knowing this we can let them know, in a unbiased way,
the options they have at this point.

Then narrow them down to the one which is yours.

This process gels so well with the decision making process.

You are helping with the decision.

Very rare for a buyer to find 1 source which lays out the options they have and then guides them to the obvious one for the individual.

This requires a step back from first saying why you are the best.
Saying why you are the best and different is first knee-jerk reaction to coming up with a message, especially faced with competition.

Speak to the person who has already made up his/her decision to buy,
with options they have and the consequences of a mistake from
a bad decision.

Yep it takes a mind shift, but hey if you want different results,
you gotta do different things...right?

Best,
Ewen

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KingOfContentMarketing

13 years ago

I like the quote Halbert shared: "Find out what people want and give it to them. But, you must find out what they really want... not... just what they say they want."
The Gary Halbert Letter

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Ian Armstrong

13 years ago

What people want is not always what they really need, so a smart marketer gives people what they really need and dresses it up as something that they really want.

a sugar coated pill.

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datingworld

13 years ago

Originally Posted by Ian Armstrong

What people want is not always what they really need, so a smart marketer gives people what they really need and dresses it up as something that they really want.

a sugar coated pill.

Ok, so we can rephrase your words like this

Find what people need and make it available to them

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bsummers

13 years ago

Isn't this akin to that 'reality distortion field' that the late Steve Jobs espoused? Yes, people may not know that they need or want something yet, but once it's there, people would be rushing in droves. Instincts, guesswork, precision marketing, geo-targeting, etc. call it what you want, you can't really tell whether what you sell is what they need until they start buying.

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scottgallagher

13 years ago

Find out what people think they need and make sure they are tied to a monthly recurring plan, and if they leave, they lose their data.

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bizgrower

13 years ago

"Figure out what people will want and make it available to them."

Coffee maker. Sure.
Coffee maker with a clock/timer. That's all I buy now.

Product development people at places like ATT try to
think about fifteen years ahead.

Dan

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RimaNaj2011 13 years ago

It's about providing a solution to a problem. Simple sales/marketing.
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LastingLifeSuccess

13 years ago

"Find out what people want, then show them how to get it." . . . Not too many would argue with this perspective. That's what Henry Ford did way back in the day. Business principles are the same over the years. Mr. Ford even had the wisdom to make sure his employees got a little better than a living wage so they would be able to buy his cars. He could see they wanted a car, then he showed them how they could get one. Right on!

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Dustin Blevins

13 years ago

I have heard this before and I always thought there were multiple ways to do start a business around the belief.

I am a believer that you can become very successful by connecting 2 different people together. However, you need to be very personable to do this. If you find one person that is trying to buy a business for 1-10 million dollars (there are tons of people out there doing this) and connect them to businesses for sale. You can collect a 3% commission and make a pretty decent income by only connecting 1 or 2 people per year.

Now you can also find out what people need and create it for them, but you have to hope that someone is not doing the same thing you are doing, and better.

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Vid Yo 13 years ago

I strive to:

Find out What they need
Come from the back to help them 'realize' they need it
Make THEM tell ME they need it
Make an easy solution available to them

...for what it's worth
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AndrewCavanagh

13 years ago

Originally Posted by ewenmack

intensifying our understanding of what our prospects want and putting it in all our messages,
then delivering it to as many of these people we can seems like a nifty recipe for success...

Yes that is most likely the key to all successfuly persuasion to
one degree or another.

A higher level of thinking would be after you've gained a deep
understanding of your prospects to also think through who
already has easy and economical access to those prospects
(who already has a relationship to them and can get in touch
with them quickly and effectively)...

Then think through what THOSE people want and think through
how to deliver it to them.

Then you go from just having a great persuasive message to
having a great persuasive message and a fast effective way
of delivering it.

Kindest regards,
Andrew Cavanagh

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LastingLifeSuccess

13 years ago

Bernard Baruch: yes, this man knows what he is talking about.

Find out what people want and then find out how to give it to them.

Couldn't be a simpler instruction. Good post. Thanks.

LLS

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Kicked the diet coke addiction ...

AEO/AIO/GEO differences

Veteran bloggers, do you notice a decline in visitor comments?

The Masters....