Find Your Client's Hot Button

Here's an interesting way to look at the selling process. Think of yourself as a detective on a quest to find your client's hot button, their emotional reason to buy?

I've always considered the term "hot button" to be a negative kind of phrase, but it doesn't have to be. A hot button is nothing more than an emotional trigger that causes someone to act. That action could be to throw a knife, to shout, to put a contract out on someone who crossed you or to buy something. I'm thinking more along the lines of getting them to buy something.

Everyone has a different set of hot buttons. Some of the more common hot buttons include:

• The desire to be liked
• Acquiring knowledge
• Sex
• Fun and excitement
• Money
• Security
• Power and Influence
• Benefiting others
• Self-Achievement

For example, people don't buy cars for the same reasons. I drive a red Jeep Wrangler because I think I look cool in it, not because of its stunning gas mileage of 13 MPG. I like my Jeep so much that I think I'll purchase another one as soon as this one stops running. But fortunately, not everyone wants to drive a Jeep. They want to drive what they drive for their own reasons. They have their own hot buttons.

Here's one more "what if" situation to consider. What if you were not allowed to begin your presentation until you knew (beyond a shadow of a doubt) what you're client's hot button was? And, what if you were allowed to only push one button? Would it be the fun button or the security button or the sex button? Think of how unfair it would be to your competition if you knew your clients hot button.

The next time you go on a sales call, think of yourself as a detective first and a hot button pusher next. It will make a difference!

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