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THE
KEY MOTIVATION |
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The
Key Motivation is your prospect’s main, core,
single |
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most important reason for needing and/or wanting your
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product.
It’s the underlying problem, to which your product |
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or
service would be the solution. |
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So
long as your product has more significance than a pack |
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of chewing gum, it is of very special consequence
that you |
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EXAMPLE: |
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SALESMAN: |
“Of
all the reasons you are in the market for |
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a
new refrigerator---what would you say is |
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the
single most important one to you?” |
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PROSPECT: |
“That’s
easy. I can never find anything in my
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old
refrigerator. It’s the most inconvenient
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refrigerator
ever invented. It’s like a black
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hole.
Once you put something in there, it’s
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never
seen again. It’s got solid shelves that
I |
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can’t
see through and it drives me nuts |
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whenever
I’m hungry and short of time to |
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have
to dig around through those miserable |
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shelves
to try and find whatever I’m |
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looking
for.”
(His Key Motivation). |
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Once
you understand what your prospect’s main motivation |
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is for having interest in acquiring your product,
you will know what
it is about your product’s features that this
particular prospect
would find most valuable, giving you very powerful
material
with which to build a meaningful presentation and
a mighty
strong close. |
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