In our last post we discussed how you could target your market and build your business. Now that we know how to target our market we need to know how to get people to want what we have, correct?
So how do you make someone thirsty for your offerings? You must learn “How To Create Desire.”
There is an old statement that goes: "You can lead a horse to water but you can't make him drink". Is this true? How would you motivate the horse to drink? What is motivation? How do you get motivation to work? There is so much theory on motivation but what works in the real world?
Motivation is the reason for acting a certain way. It's the desire to do something for a desired outcome. You must be motivated, and in order to be motivated you have to have a desire for something. The desire is what will drive you to see it through; so we must figure out how to create the desire. If we get this we will move so far past our competitors we will effectively knock them out of the game!
Goals motivate us as does fear, pain, pleasure, along with a whole host of other reasons. If we know these things motivate us, how do we use this for the good of those around us? How do we get people to do the right things for the right reasons, even when they think differently?
In the old saying above about the horse, there are a few ways to motivate the horse to drink. You can work him thereby creating a thirst or you could add salt to his feed or you could do both. Now when you lead him to the water, he will drink on his own, problem solved. You just had to get him thirsty enough to want to drink on his own!
In the case of people, we need to make them thirsty enough to want to do what is best in order to get them to act in their self-interest, to create a desire for your offerings. How? You just need to add salt! Your "salt" should be whatever motivates those you are concerned about. It might be money, things, food and shelter or it could be recognition, peer approval, etc. It could also be all of these things.
Our job is to find out what motivates those around us and work with them to help reach their full potential. By helping them reach their goals they will inadvertently help us reach our goals. Make sure that you totally focus on their goals. Here is an example:
If you are working with someone in sales, pressuring them to reach their quota is the old method that really doesn't work for everyone involved. They may reach their quota but they resent the pressure. Why not find out what their goals are and help them to see that it will take so many calls, letters, follow-up, etc., to get enough appointments to make enough sales to earn enough to reach their goals, doesn't that sound better?
Now, rather than working to reach your quota they are working towards their goals. The outcome is a much happier salesperson and you are much happier because you don't have to stay on them. This works the same with children, spouses, etc.
In order to create a lasting desire in someone you need to find out what drives them. What are they passionate about, what gets their motor revving? In order to find this out you will need to get to know them, this is generally where the problems show up. Most marketers don’t want to get to know their customers and prospects on this level. They want to make the sale and move on.
Don’t skip this part as learning about your prospects and customers is vital to your success. Of course you can’t just go up to someone and ask them very personal questions, you have to take the time to get to know them. How can you do that in a high speed world where everything is changing and the pressure is on? Tune in to our next post and find out!
For now, work on your marketing and sales information and see if it lends itself to creating desire in others for your products and services. If not, get to work!
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Until our next post – we wish you all success!