• We need to arrive at a desire to change our behavior on our own.
This was point #5 in my blog: The Challenges of Selling Health in an Unhealthy World.
Doesn’t sound terribly insightful, does it? After all…nobody successfully makes real changes in their life unless they want to.
Yet, in selling, we need to speak in our prospect’s language.
Have you ever listened to a presentation, in which the “seller” has told and retold stories about how “Product X” has changed his life? But not ensured that the benefits he references are meaningful to his prospect?
For example….if I tell you upfront that I’m not really very athletic or interested in sports, why focus on the amazing improvement you’ve seen in your workouts since you started using Product X?
Or, the “universal truth” fallacy: telling your prospect that he needs your products in order to be healthy, because it is “better to be healthy…everyone wants to be healthy!”
But what does that mean? Just presenting it as something that surely everybody believes doesn’t give it value. Maybe it is also better to be “kind”, “generous”, “persistent” or “frugal”. But what have you said that has made your prospect want what you’re selling?
Marketers also often make this mistake with products that are “money saving”. They think just by saying that something will save a prospect money makes it desirable. But saving money isn’t the driver for everyone.
Now let’s turn some of these examples around and see how they could have helped someone want to know more about your products (maybe even purchase!) if positioned just a little differently. (I know this is common sense….but it is amazing how often marketers make this mistake! Even when they really do know better).
Ex. 1 –Improved physical workouts
Seller: For me, I’ve noticed huge improvement in my workouts. I can measure the difference that this product has made. But you mentioned that you aren’t into the gym-scene. What areas of your life do you think could be improved by improved nutrition?
These are your prospect’s drivers. Now be prepared to address whatever he brings up….weight, muscle, ability to concentrate, fatigue…etc.
Ex. 2 – Everyone wants to be healthy!
Seller: From what you were telling me, you’re already doing a lot of what we all hear are the “right things” to do, like reducing simple carbs and transfats. Health for health’s sake is one thing, but you must have specific reasons for doing what you do. What drives you to take such good care of yourself?
These are your prospect’s drivers. Now be prepared to address his concerns….weight management, longevity, family, to enjoy retirement /grandchildren……etc. This is something you can work with!
A reason to change has to be personal. In theory, we all want to be “healthy”.
But “healthy” is just a word. What is meaningful is the personal freedom, flexibility, or lifestyle that this state of being (however we define it) can provide us. So make sure that you’re talking your prospect’s language, and connecting your product benefits to your prospect’s behavior drivers….not yours. Because, after all…don’t nobody change if they don’t want to!
In Volume I of Health Matters I provided a list of psychological/behavioral things to be aware of when promoting our...