Understand the Mindset of a Prospect
By Mark LeBlanc
"Identify the issue, listen for the
other person's mindset, and respond in a way which meets what that
person wants and needs. If you do, you will create magic with that
person." Mark Leblanc
You will find that prospects fall into one of four mindsets when
it comes to buying your products and engaging your services.
If you can identify the mindset of
your prospect, and then respond in a manner that meets what that
prospect wants and needs at that moment, you will go a long way
toward building trust and rapport with your prospects. This is the
ultimate communication tool and it is so easy. It requires that you
listen carefully. Before I share the four mindsets with you, I want
you to understand two very important points.
1. This is not about good people and
bad people.
2. Everyone falls between these
mindsets and you can move between the four in the blink of an eye.
The four mindsets are:
• A thinking mindset
• A doing mindset
• A struggling mindset
• An achieving mindset
You can refer to people in these
mindsets as Thinkers, Doers, Strugglers, and Achievers.
The Thinker
A Thinker is someone who is thinking
about buying your products and services. If you can understand this
and respond accordingly, you can be of much better service.
Examples:
I am thinking about buying a car.
We've been thinking about remodeling our...
I think I will join a health club.
Maybe we should work with a financial planner.
I was wondering about...
And your Thinker flag goes up. If
you know what this person wants and needs at this moment, you have
it made.
WANT: to
make a decision
NEED:
information in order to make an informed decision
Do not try and sell to this
prospect. Ask him or her how long they have been thinking about
this? What kind of information are they looking for that would help
them make this decision? What is their timeframe for making the
decision? If you move quickly to sell this prospect, you run the
risk of overwhelming him or her and thus alienating them.
If you slow down and provide the
information they need in order to make the best decision for them,
you will earn their trust and respect.
The Doer
A Doer is someone who has made the
decision to buy your products and services. And hopefully from you.
If you understand this and respond accordingly, you will have a
better chance of making the sale today.
Examples:
I've made the decision to buy a new car.
We're going to switch accounting firms.
I am going to lose 10 pounds in 90 days.
Let's find someone to manage our money.
I am going to start my business this summer.
And your Doer flag goes up. If you
know what this person wants and needs at this moment, you have it
made.
WANT: action
NEED: your sense of
urgency
Move quickly with this prospect. Ask
him or her how soon they would like to take possession, or get the
ball rolling, or what their target date is.
Take charge of this sale. Keep an
eye on being productive and don't waste time. You will delight your
prospect and you will stand head and shoulders above your
competition.
The Struggler
A Struggler is someone who is in a
momentary period of struggle. Everyone falls into this mindset from
time to time depending on what issue or challenge is before us. If
you can understand this prospect and respond accordingly, you
can manage the sale properly or even let this one go. You don't have
to sell everyone.
Examples:
You charge how much?
I'd never pay that price!
What kind of a deal can I get?
What is your hourly rate?
I am sooo busy. I just don't have time.
And your Struggler flag goes up. If
you know what this person wants and needs at this moment, you have
it made.
WANT: a quick fix
NEED: a new
perspective
Be careful not to get wrapped up in
this person's problems or you might find yourself in a moment of
struggle. Draw this person out and help them think things through
before they make a decision. You may need to provide a wake-up call
or a new perspective. Don't make any mistakes and stick to your
terms. If you bend the rules and go too far in order to accommodate
this prospect, it will come back to haunt you.
The Achiever
Achievers are focused on what will
happen when they put your products to good use or experience
the results and benefits of your services. With most Achievers, what
you charge is likely to be perceived as an investment in the
outcomes provided rather than a cost for your products or
services.
Listen for:
We're looking for someone we can work with.
I'd like to work with someone who will...
I'd rather pay a little more and make sure...
It's important we find someone we can trust.
Our suppliers are an important part of our team.
And your Achiever flag goes up! What
a happy day! Make sure you respond accordingly.
WANT: teamwork
NEED: a resource
Here is your opportunity to build a
relationship that can last. Find out what is most important to this
person and how your competitors worked with him. See if you can
uncover the pros and the cons of your competitors. An Achiever will
give you a prescription to succeed or fail. Stay close and never
take this person for granted. If you do, you will lose, and they
will look for another resource they can put on their team. That is a
sad day.
© 2006 Mark Leblanc, All rights
reserved. Used with permission of the author
Mark has been very generous with
those of us in the speaking business, sharing ideas and counsel to
help us grow our businesses. Visit his Small Business Success website to learn more about
Growing Your Business. He is a contributing author
to Quantum Success.
|