I have a confession to make. I hate to do dishes. And, I don’t mean that I just don’t like doing them…I freaking HATE to do dishes. And, up until about 3 months ago, I had no choice but to do them. By hand. In the sink.
Nothing caused more seething hatred within my very soul than scraping dried Sugar-Frosted Cocoa Bombs off of the bottom of a cereal bowl in scalding hot water and caustic grease-removing chemicals surrounded by mountains of plates and silverware and glasses all chortling at me secretly while I fry the outer layers of my skin off.
And, I don’t care how many dish soap commercials you see with those beautiful hand models that make this chore seemingly luxurious and enjoyable, it’s not. Period.
So…I did what any consumption-driven, hard working, model American citizen would do…I bought a dishwasher.
JOY!! Rapture!! This thing is awesome! It is a full-size roll-away style with a countertop and digital controls. Top of the line. I love it like a family member at this point. I’ve had it for 3 months now…and nothing I own gives me more enjoyment than this thing at this point. Then, a funny thing happened earlier this month.
I bought a house. Well, buying the house isn’t the funny part, actually. The funny part is that inside my new house is a dishwasher – built-in! I suddenly no longer need my fancy-shmancy dishwasher.
So, I decided to sell it. What is even more ironic, I sold it to the agent that I used to buy my house. It was a perfect fit…she wanted one, I had one. We both knew each other and obviously had worked together already and trusted one another. So, as any good sales person would do, I took full advantage of that and offered it to her before attempting to list it anywhere and attempt to sell it to anyone else.
Now, one could say that I took advantage of the fact that we knew one another and I had inside information about what she wanted. And, I used that information to get her to buy this dishwasher from me. And, if one were to say that…one would be exactly right.
See…it’s human nature to take advantage of whatever leverage is given to us in order to achieve a particular goal. I used what I knew to trip a trigger in her head to get her to buy that dishwasher from me.
We do it all the time. I’m guilty of it. And, if you are honest, so are you!
Whether you want to admit it or not, you are using something to your advantage to get someone to buy from you. You do it all the time. Sales people are the kings and queens of taking advantage of the things we call “buying signals” and applying leverage in whatever way we can in order to get a deal done. You way think that you don’t, but you do.
I am talking about the fact that we, as salespeople, take advantage of the emotional triggers that every single human uses when making a decision. There are seven of these triggers in total. And, regardless of whether or not you have been aware of this list in the past, you are keenly aware of how to use them to your advantage. These emotional triggers are the very things that everyone uses in order to make a decision. They include:
The Friendship Trigger – This trigger activates both trust and agreement through bonding on a social level. Essentially, this is the trigger that you apply directly to your sphere of influence. You use this on your friends, family, close acquantances, etc, that most sales people rely on as their base clientele. They can also include past clients that you speak with on a regular basis. The application of this trigger is specifically designed to leverage your friendship with them in the hopes that, when needed, they call upon you because you are friends. Social networking to build business fits into this category also.
The Authority Trigger – This trigger activates acceptance through expertise. A perfect example of this is agents that specialize in REO property or in high-end luxury property. That specific specialization makes them an "authority" and those that need this type of specialized help would instinctively choose them as a result. Another example of this is the multiple designations that an agent can get and list behind their name in an attempt to seemingly appear to have more authority or training than another agent by comparison. This trigger is specifically designed to cause someone to choose to work with you because you have the knowledge to be able to help them.
The Consistency Trigger – This trigger motivates potential customers by causing them to recognize consistency with your past actions and repeat contacts. In other words, this is your follow up skills hard at work. (As a smart person once said, it's the squeaky wheel that gets the oil.) You leverage this trigger every time you follow up with a lead or schedule appointments (and keep them!) with potential customers. You want your potential customers to recognize that you are consistent in your efforts to earn their business and you will be there when they decide to move forward based on your previous attempts to earn their business.
The Reciprocity Trigger – In short, you give, you receive. This trigger is based on the idea that you use the services and businesses that your clients own or work at and they will do the same for you. For example, if you use the services of a mechanic locally, when he needs help with buying a home, he contacts you. This is also the “you scratch my back, I scratch yours” trigger, if you will. If you have a client that needs a roofer, you know who you will recommend because they are good at what they do…AND you know that person will recommend people that they hear about to you when they need your service or expertise.
The Contrast Trigger – This trigger is the one that is used any time you do a side-by-side comparison of options to show that one is more attractive than the other. Any time that you list the pros and cons of given options, you are leveraging this trigger.
The Reason Why Trigger – This trigger is specifically used to invoke emotional reasons to make decisions. Buying is an emotional thing. So, we keep coming up with emotional reasons to say yes. This trigger is based on ‘thinking with your heart’ and not your head. When your clients see things inside a home you are showing that ‘they just love’, this trigger has been tripped. Instictivly, you will remember that and remind them of that, if needed, at a later date in order to leverage this memory to assist in a decision.
The Hope Trigger – This trigger is specifically designed to instill positive expectations to help persuade one side of an argument. In other words, this is the application of positivity. In order to effectively leverage this trigger, you have to get your client to “see the bright side”, as it were.
Whether you know it or not, you are using one of these to your advantage to get someone to buy from you. Chances are, you are using more than one of them at any given time with any one of your potential or current clients. In fact, in some instances, you have probably used all of them in order to get a deal done.
If you would like more information on Real Estate Client Referrals, please contact Clint at 800-977-7058. Or, hit me up on Twitter at www.twitter.com/TheRealClint.
Also, for more information on these seven triggers, you can check out www.seventriggers.com.
you seem a bit "trigger happy" this morning.... good for you.
hmm...clint, I got a bunch of stuff I need sold, you wanna buy it?
Alan -- You could say that. :-)
Jeremy -- Uhhhh...nope. :-)
Very Nice! Thank you again for giving us something to think about :)
Kristina -- You are quite welcome. :-)
You were quite triggered when you wrote that article. Do you have a fake gun?
Clint - Leave it to you to turn a roll-away dishwasher into a sales training class. You're right on with this one. It's not taking advantage of her, it's using your knowledge of the situation to get win-win for everyone. Taking advantage of her is getting her to buy a broken dishwasher that you were going to throw away at an over-inflated price. Of course, even that can be dismissed if she knew it was broken, had the plan to repair it, and was fine with the price. We all know "fair market value" really just means what any one person is willing to pay for it. We can price a home right all we want, but if a buyer sees the value to them as $20, that's its value - to them.
We always hear the phrase "what's in it for me?," and I think all sales people should read either Atlas Shrugged or The Fountainhead by Ayn Rand. Although not everyone will agree with everything she says, I think there is a great message there. All relationships have value. You can say you do it for no reason, you're not looking for anything in return, you don't do it for the money, etc. In any relationship, value must be given and taken. Even charity work has a value to the person doing it. It most likely isn't riches beyond one's belief, but it is a good feeling inside, a better world, the knowledge that your legacy will live on, etc. There is something in it for you. Even if it seems absolutely selfless, there is motive - whether conscious or unconscious.
Sorry, I think I may have derailed from my original point there, but that's how I do things...one leads to another.
Gail -- LOL! Yeah, Ive been meaning to write this post for a while, but I didnt have a cool intro until i sold my dishwasher. :-)
Clint, this is great- what I enjoy about this is that it's not fluffy theory and empty crap content I read so much every day, you give real examples and highlight actual triggers. Social networking is most conducive to my personality because I respond best to the Friendship Trigger so when sales people miss the signs of that, they lose me pretty quickly.
Agents should print this and hand it out to everyone in their office.
Matt -- I will take that as a compliment. :-)
Yeah, I didnt mean for it to sound that way, but you bring up a very good point. And, I appreciate the clarification on it.
"All relationships have value." Awesome point! Im going to use that at some point in a post, I guarantee it. Dont worry, I will quote you. ;-)
Lani -- LOVE seeing your name on my posts. :-) Thank you so much for the kind words!! I have to agree with you on the social networking aspect of things...that is one of my primary triggers as well as Im no expert on pretty much anything...LOL!
I appreciate it very much, Lani!
Clint - as usual - delivers the goods. I for one find most of the stuff writte by real estate training "experts" to be worthless, wrong or both. As the old saying goes, "those who don't know how...teach." But Clint hits the nails right on their respective heads with this insightful analysis of the psychoologies of selling and buying. I met Clint on Twitter (his name is @TheRealClint) and he is one of the most knowledgable people on the topic of real estate that I've met there. I look forward to what he writes, and totally enjoy his mixture of knowledge, expertise and humor. Follow him on Twitter and just keep learning stuff. Rock on, Clint!
Michael -- Wow! Wanna be my new PR person? Thank you so much for the kind words!!! Very appreciative!!!
As always, great post Clint! This is definitely one we need to pay attention to as salespeople. Apply the wrong technique, or use the wrong trigger, and the sale can be blown.
Here's hoping you get the gold star for this post! (& I've flagged as such.)
Joel -- Thank you so much, my friend! And you are right on...if you miss a trigger, you can blow months of previous work. Lord knows Ive done it. ;-)
And, thanks for the flaggarooni!! Much appreciated!
Clint, I hope you didn't make the decision on your new house based on the built in dishwasher <g>.
Great blog as alway! It is important to know your client's triggers
Lesley -- LOL! Nope...that I didnt, but it helped. :-) And yes, it is important to recognize that your clients will tell you what they need to hear in order to get them to buy...you just have to pay attention. :-)
Clint - I didn't take it as "advantage" as in you were being slimy, although my comment may have made it seem that way. I guess I just took the word to the next level. As for the "compliment" - it was. I have always enjoyed your way of being able to take something that might seem "boring" and "lesson-like" (I don't think it's boring - learning is good in my book, but dry stale lessons can put you to sleep) and you take it and put it in simple words, give us a story, show us an example, etc. I think you're an excellent writer because of that. Not everyone can go from dishwashers to home buying without confusing the hell out of people.
And by the way...
And, I don’t care how many dish soap commercials you see with those beautiful hand models that make this chore seemingly luxurious and enjoyable, it’s not. Period.
Amen brother.
Matt -- And, I knew thats where you were coming from with regards to your comment. So, no offense meant or taken. :-)
I have never thought of myself as a good writer. I never excelled in English class...and usually did everything possible to avoid writing. But, entering college, I passed the Writing Proficiency Exam (WPE) with flying colors and had the Dean of the English program waive my English classes. Yup, never took a single one. :-)
Anyways...I appreciate the compliments very much!! Im glad my style works...cause it's the only one I know.
And, by the way...I freakin hate dish soap commercials!! With their piles of bubbles and people looking like they should have an umbrella drink beside them and someone at a cocktail bar piano in the background...BLAH! PHOOEY!!
What they should show is some overweight middle aged man in his boxers kicking HotWheels cars out from under his feet while slipping on some spilled dish soap trying not to drop the stack of 14 plates encrusted with various sauces from the previous week of eating and not cleaning up afterward while cussing the entire time about having to clean them and that, at this very moment, bying new ones is actually sounding like a viable option...
Truth in advertising!!! :-)
LOL I enjoyed this, thanks for posting! I hate washing dishes too, but I wouldn't consider it soul crushing. Thanks for sharing the info about triggers, interesting stuff.
Rebecca -- I am happy to hear that!! And, Im glad you found it both interesting and funny. That was my goal. :-)
Clint, your post was great- and made me a little uneasy. Real estate sales, of course, are made because of trust and friendship every day- I bet most transactions happen because of that- but I wouldn't choose my surgeon because we like to hang out together and play poker on Friday nights. In fact, I wouldn't care if I kind of disliked him/her as long as I woke up from the anesthesia with the correct part fixed.
We have all worked with agents who, while they would win the Miss Congeniality award hands down, could at the least use a little more practice doing what they are doing.
That is one reason why I love social media. If I were buying or selling, I would get to know agents through their words and their action in "print" over time. A testimonial that shows up in a blog comment is, in my opinion, more weighty than one that has been solicited by the agent and posted on the agent's site. And there is only so long intelligence and expertise can be faked in a blog or microblog.
And I hate washing dishes- even WITH a dishwasher!
Hiya Diane! I would agree that most transactions are based on that...and I concur with your medical assessment as well. I wouldnt do that either.
I also agree with your next point whole-heartedly. In my line of work, I see some real doozies from coast to coast. :-)
And, I certainly agree with your last point with regards to social media.
Clint - I would buy a product if they would advertise like that. And why is it those those "hand models" always get such luxurious bubbles. I just get greasy, soapy water that turns useless in a matter of seconds. Maybe I need to stop buying the cheap brand and go for the expensive stuff (no way). As for your English/writing skills, I think one of the things that make blogging so interesting is that many of us out there are not gifted writers. We know what we want to say and we do our best to put it out there. We often do it in our own voice...the one we use when we're with friends and family. The natural voice that we do best. By just "being yourself" in your writing, you're able to speak freely and easily and the words flow in a conversational manner (and we're all trying to spark a conversation, right?). You don't talk to novels, you talk to people. Writing like William Shakespeare probably won't get you very far in the blogging world (unless your blog is "Sonnets for a Modern World" or something similar).
Matt -- I think its the bubbles thing that kills me most. I havent seen lather like that EVER in my sink. I could use a whole bottle of the stuff and Id still end up with that thin layer of grease at the top of the water that seems to stick to all of the plastic cups and picnic table silverware I use. :-)
With regard to the writing skills...Thanks, homie. I appreciate that alot.
Clint- These triggers, for a salesperson, are ingrained and automatic, but revisiting them from time to time is a good idea. It is like working your muscles in a new way....if done right, they grow.
Rebecca -- Exactly!
Clint - E-X-A-C-T-L-Y.
Matt -- If this was Twitter, Id RT you on that. ;-)
Oh Clint, this was sooooo funny! First, you have to know, I was on the road (still am) all day today. so when I read this (while driving mind you) when i realized it was too long for me to read while driving, I closed the webpage for later. I've been known to tweet while driving but not to read long blog posts, #140 is very different!
I had my second appointment today (a great showing, woohoo!) and knew that I had another 4 hours before I would get home to be able to comment on your post. But I couldn't wait that long. I actually pulled over at a rest stop and whipped out my laptop just to comment on your funny, witty, spot on keene sense!!!
In my line of work, triggers happen every day, every client, every property. My line being bed and breakfast brokerage. We deal with emotions day in, day out. If I can pinpoint a prospect's triggers, I'm not taking advantage of them, I am helping them focus on why a particular property might best suit them. If I don't, I'm not a very good broker am I? Brokers need to know how to read people. The most successful ones do! Read your clients and learn their triggers. A pretty fundamental key to success, IMO :-)
And Clint, by the way, when I had my inn, the inn's kitchen did have a dishwasher but my owners quarters did not. So when we sold the inn and bought a house, I ordered the TOP OF THE LINE DISHWASHER. I love that thing :) I hate dishes too!
So, back on the road, I have another 2 hours to go :-)
*bang bang* I got my trigger on you!
Duh, I forgot to sign in. just wanted to add to my comment that you're a very entertaining, fantastic writer!
Dana
Dana -- LMAO @ drivetweeting! I know you so well. ;-)
Thanks for taking the time to comment...and I couldnt agree with you more with regards to recognizing these triggers.
LOL@ dishwashwer comment...Drive safe!!!
Xinh -- Missed me! Missed me! :-) (My wife reads my blog...so, Im not going to finish this phrase for personal safety.) Ha!
Clint great post and for some reason I feel compelled to share don't buy cheap dishwashing liquid as it does not work well. It is better to use a name brand in my experience.
photo courtesy of me, my dishes, and bad soap
Gee, I like washing the dishes. It's my favorite chore. Now dusting, that's another matter but the dishwasher did make for a good analogy.
Clint - You are one sharp dude. This is an excellent post, my friend. Couldn't have said it better myself. I use triggers ALL THE TIME!
Clint...
I think that getting to know your customer's wants and needs is critical to a successful sale. It's not really "inside" information, it's doing your homework!
Dana -- I wont hold it against you. :-)
Nannette -- Thank you so much! Both for the kind words and the advice. :-)
Matt -- LMAO! Thats just awesome! :-)
Fran -- UGH!! Id rather dust an entire apartment complex than do a weeks worth of dishes. Thanks for taking the time to comment. :-)
Jason -- Thanks, brotha! That means a ton coming from you. I use these triggers daily...not only for my sales position, but I use them in dealing with other people as well -- family, coworkers, etc.
Richard -- I couldnt agree with you more.
Unfortunately, many real estate transactions are done from the friendship trigger which can be very dangerous for the consumer. Can't tell you how many people tell me they are using someone from church who just got their license or for that matter has been doing real estate forever and they just lost their husband etc... and they are hoping that the transaction will brighten their spirits.
- Rhonda
Rhonda -- Actually, I couldnt agree with you more. Although, I think that is less of a friendship trigger type thing and more of just plain sympathy. And, if you are basing your decisions on that extreme emotion, then you really are setting yourself up for failure, IMHO.
Congrats on the house, the sale of the dishwasher and the feature. Awesome information. You are right about the dishes too. Doing them by had really blows!
Paddy -- Thanks! Thanks! And, thanks! :-) I hate doing dishes. :-)
Hi Clint! Nice to see you. Enjoyed your post. I like the Authority Trigger.
Susie -- Hiya, hotstuff. yeah, Im surprised that more poeple didnt reference that trigger, actually. Especially considering that is one of the biggest ones used in this industry, IMHO.
Clint, I think in reading through your triggers, I have used all of them at one time or the other.
Some are motivated by one thing and others another thing.
Everyone is different and it depends on how I met that client, past, present or internet lead.
Engineer vs Artist
First time home buyer vs Experienced buyer.
Missy -- I was hoping someone would step up and tell me that they recognized themselves using all of them. :-) Thanks!
I know I have used them all. And, I have to agree with you that it completely depends on who/how/where/when you met with that potential client as how you would leverage whichever trigger applies. Excellent assessment. :-)
Clint--You obviously understand marketing. :) I call it connections...making a connection, makes a sale.
Teri -- Yeah, I like to think I do. :-) Connections is a good term also. I can certainly accept that. :-)
Clint- great post! As a newer agent, I'm learning to recognize these 'triggers' and put them to use! Thanks. :)
I knew some clients who actually bought a house they did not really like because the wife knew the guy selling it and, once they were talking about it they felt too guilty too back out. They later decided they hated the layout of the house, the looks.
Anon -- Thank you! Im glad you liked the post.
Steven -- Yup...That is an instance in which sympathy and pity took over. Ive seen things like this happen before...and it is always a bad deal for everyone involved.
I don't think I've consciously used any of the triggers. Maybe it's time that I got focused and started pulling the trigger more often...
William -- Although you may have not been consciously aware of the fact that you were using them, chances are, you have been. But, being aware of them and recognizing when to leverage them will help you a ton. Best of luck to you!
It was really interesting to read your definition of triggers and how they work. I have bookmarked to read again and again.
Vickie -- Thanks! I am glad you enjoyed the post that much!
Interesting information Clint - I like your breakdowns.
Best, Dan
Dan -- Thank you very much! Im glad you liked the layout.
Clint, You have taken advantage of me...you got me to read your entire post (not all the comments) and I don't ususally read real long ones. Love your dishwasher analogy. Gee, I may have to subscibe to your blog. There you go again...taking advantage..
Clint, as always, you are insightful and thoughtful -- and, of course, funny. Would you stop pulling the trigger though???!!!
Margaret -- LOL @ your entire comment. :-) I am happy that you liked the post...and Im happy you were inspired to read the entire thing. :-)
Clint one of the things i like about you is your humble. You again forgot to mention your company. i think that is called the forgetful trigger. I am happy with Clint's Referral Company and feel the work they do for me has value. I may change my mind ( i doubt it ) at some point but as of right now i have to say if you need good referals hire clint.
The trigger his company used to get me in was the Hope Trigger. (i have actually never talked to clint) ps he tried to call but i am a real estate agent so i don't call people back quickly unless they are buying or selling. (sorry clint your on my to call list) Now they keep me with the DO what you said you would do Trigger. Great post clint. Maybe next time tell people that you do a great job with your business and might be able to help them land more deals.
Marcus -- I *humbly* thank you again for both your kind words and your continued support of the company. Very, very much appreciated. Besides, if you keep up this kind of work, I wont need to worry about writing a post about the company. :-)
I'm glad you liked the post and found it useful.
Maybe you should have been a writer. LOL
Tammy -- Yeah, I dont think so. :-) But, Im glad you do. Thanks for the comments!
Hi Clint~ I don't see anything wrong with dishpan hands.... just kidding. I hate doing dishes too! I hadn't really thought about some of those triggers you mentioned... but I am sure I have used every single one! Good job selling that dishwasher so fast, way to network!
Vickie -- Id rather eat beets than do dishes...and I HATE BEETS!!! :-)
I had never really thought about these triggers either until I found that website...Now, I recognize them all the time.
Honestly can't remember ever seeing a roll around dish washer -- and then for you to sell it to someone else so fast -- wow.
Dishwashers and training. It's definitely not something I would have put together.
Bob -- These are usually reserved for apartments...and are usually about the size of a garbage can. But, this one was full size. Thankfully, my agent needed one anyway. :-)
Christine -- Ummmm....I guess I will take that as a compliment. :-)
Great post. Wow you went from buying, sellling a dishwasher and straight into training. I love it...
I don't care which trigger was used - I just can't wait until I can stop washing dishes by hand :) Whoo Hoo!!!
Rebecca -- Thank you very much! Im glad you liked the way that it flowed.
Monica and Kevin -- LOL! :-) Should be soon!
Clint, I have a bunch of "stuff" i need sold-are you interested?
Terry -- In selling it? Or buying it? :-)
CONGRATS ON THE FEATURE-THIS IS GREAT INFO. THANK YOU FOR SHARING. :-)
Pat -- Thank you very much!!