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. I know I do it all day long here. You may think that you don’t, but you do. And, if you really believe that you dont...you are lieing!
What am I talking about??
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. And, while you're at it, fan us up on Facebook!
Also, for more information on these seven triggers, you can check out www.seventriggers.com.
Thanks for sharing. Please keep them coming!
Jeremy -- Youre welcome! Will do!
Great post Clint. I love it! And I thought the only way to get a client to say yes was to bribe them! LOL Just Kidding!! (Please, no RESPA police!) ;-)
Look forward to chatting soon.
Ed
Ed -- Bribary works....Police??? Wait...bribary is illegal????? No one tells me ANYTHING!! LMAO!
Very interesting ! SO MUCH to learn!! Thanks for sharing!!!
Marilyn -- Thanks!! And yes...there really is. ;-)
7 triggers. When I first got involved with sales, I think it made me a more savvy consumer because I was made aware of these triggers on a less fundamental level. I also think there are a slew of negative triggers that salespeople use when they can't close the sale through positive means.
"What will it take for me to get you into this house today?"
"There are 4 buyers who have looked at this property today. I am pretty sure one of them is making an offer."
Go positive. Nice post reminding us all of that.
Oh Clint, you are so wonderful. The hard sell, thank goodness, doesn't work any more.
Sometimes I have been forced to think of using another trigger....... ; ))
I think buyers are getting less emotion in the deal than facts when they see what happened to prices recently.
Great list of reasons Clint. I do use triggers but not a hard sell approach. I never want to turn anyone off by being that kind of salesperson.
Diane -- Ohhh...I agree on the negative tactics totally! I hear those in my office all day long...makes me cringe every time.
Susie -- Im not wonderful...But, I sure agree with your sentiment.
Douglas -- I was waiting for someone to make that joke. :-)
Terry and Bonnie -- I think that emotion is the main cause of their decisions...granted, it is emotional reaction to the facts presented....but, emotion none the less.
Paddy -- The triggers arent designed as a hard sell tactic. Diane brought up some of those in her comment earlier. These triggers are just the touch points that sales people hit on to flex some muscle, as it were. ;-)
Thanks for sharing!
Joyce -- Youre welcome!
Thanks for this share Clint.
Great blog Clint - in my case it is the need to create a sense of urgency trigger....
Very well said! :)
Roch -- Welcome
Kathy -- There several triggers in the list that you can use to help create this urgency -- authority, hope, consistency, reason....all of those apply.
Hi Clint, I agree with you very careful summation. I think that most of these observations just happen automatically if you are a natural saleperson. The others can be learned, and practiced. Thanks for the reminders... that there is a method to the madness!
Katy -- Thanks!
Linda -- Agreed, they do happen naturally. In fact, they happen naturally in every decision you make and how you deal with every person you are in contact with in life...
Hey Clint! Good Blog - I didn't see the Beg Trigger, Grovel Trigger or Crying Trigger:-) Just kidding! I never thought about the triggers we use but will in the future. Do you think any one of them works more often than the other?
The Regan Team
"Come to the Beautiful North Georgia Mountains - where the living is simple"
Most of us are good at a few of these triggers and do them naturally... Master all and the sky is the limit.
Another home run, Clint! You should be a coach!
Clint,
One of the best I have read to date!!! I will study what you said to improve my game. Great analysis.
Tony Barker, Houston Texas Real Estate Broker
Premiere Home Realty Inc. 832-867-0835
Win-Win or No Deal
Hi Clint,
Great Blog!
I love Missoula!
Laura Astle
"Salt Lake City, Greatest Snow on Earth"
Thanks Clint. A great list to bring to awareness so we can fine tune these areas.
Wonderful -- thank you!!
Sorry Clint, I was not logged in on the last comment.
Thanks Clint. A great list to bring to awareness so we can fine tune these areas.
Very worth while stuff Clint. Thanks for the article.
Thanks Clint
Yahooo! Loved it! Thanks Clint
Brenda -- LOL!! Nice choices for additions. :-) With regards to the use of one versus the other...usually, you are applying multiple triggers at one time without actually knowing it. Just make sure you are listening to what your clients are telling you....they will tell you what they need to hear and you can choose your weapon accordingly. :-)
Ben -- Agreed!
Nogui -- Thank you so much, my friend!
Tony -- Thank YOU so much!! Very appreciated!
Laura -- Thank you! I love it here also. ;-)
Anon -- You are so welcome!
Sue -- Thank YOU
Greg -- Aha...glad I get to recognize you this time. ;-)
Jeff, Dave -- You are welcome!
Susan -- So glad you loved it. :-)
Clint
Terrific articulation of the methodology great sales people use to overcome objections, find customers and clients and to keep their deals moving along.
I agree with Terry and Bonnie that a lot of buyers I am working with have removed the emotion - they are very focused on pricing and "getting a great deal". When buyers are clinical like that I use what you call the "Contrast Trigger" - if data is what they like, I give them data. What I find is with the right data houses with stronger value propositions become more obvious and when you find that house that makes sense to them data wise, the emotion follows. Then you switch triggers!
Annie Holdreith
Clint,
This is a great list. I am sure there are other "triggers" but this list contains the ones most often used.
Annie -- Thank you so much! Exactly!! And you can supply that data in a way that flexs the hope trigger, and the authority trigger at the same time...thus maximizing your data and the over-all effectiveness of both your ability AND what they expect to have happen in the future with their investment. good call!
Eugene -- Thank you! There are other triggers, but shotguns are illegal at all closings. :-)
Another great post Clint! I would also add another - the Language Trigger. Research has shown if we "mirror back" similar language that the client uses (expressions, intonation, vocabulary,etc.), the client feels more comfortable, because he/she is conversing with someone who thinks as they do. A lot of great sales professionals do this without consciously being aware of it. It is a natural instinct for some people. Check it out next time you are speaking with a client -it's interesting.
Cheryl -- Thank you so much! That is actually a combination of several triggers -- friendship, consistency, reciprocity (responding to specific actions and movements versus specific people and jobs). But, yes...I know those studies. It is vitally important you make your clients feel comfortable with you and around you. Dont talk DOWN TO THEM...talk TO them. Big difference. Good point.
You are absolutely right. We all use these a lot of these triggers a lot of the time. It is wonderful that you articulated them for us.
Jirius -- Hey!! So happy to see you on one of my blogs! How are things in King county going??
Thanks for the kudos! Much appreciated!
Great post Clint. Thanks for sharing. How about reverse psychology?
Walter Espejo
Walter -- Reverse psychology is certainly an aspect that can be used...but, can be viewed as straight trickery. You really should be very careful when applying that type of leverage as it can backfire with great implications.
Clint,
Great Blog! It's a good reminder as even the folks in the Escrow and Title business are using these tools, many of us without even knowing...
sk
Shirley -- Thank you! Yes, most of the time, you use these without even being aware of it.
Great Post!
Stephanie -- Thanks!
I love these! Thanks for posting! I also use body language "mirroring" as a tool; it's amazing how well it works!
Excellent pointers for focusing on the positives when so many buyers are examining the negatives in this market!
Carole -- Thanks! Youre welcome!
Kristen -- Exactly! One of the reasons that I posted this, to be honest.
Excellent....I think the more we understand the selling cycle, signs and triggers, the easier it is to do things on purpose instead of on accident. This is where success really comes.
Very interesting, thanks for sharing I was just evaluating an open house I did this past weekend and can see where I applied some the the triggers without even thinking twice.
Karen -- I couldnt agree more, Karen!
Gil -- Once you are aware of what they are, you can see where you use them all the time. Its second nature, really.
Well put Clint!
Thank you,
DeeDee -- Thanks!
Hi Clint, I actually stopped in yesterday but didnt' have time to leave a comment. GREAT post! Very thought provoking too! Funny how we do use these triggers for so many different interactions with people everyday. Congrats on yet another well deserved shiny
my friend.
Pam -- Thanks, darling! I always smile when I see you on one of my posts :-)
Clint:
I enjoyed your article. Thanks for posting...
Rick Schuster
Great post!! Darn it, today is the day to pull a positive trigger. LOL Make it a great day!!
EXCELLENT POST, I LOVE IT!!!
Rick -- Youre welcome!
Inez -- That's EVERY day, not just today!
Marcus -- THANKS! ;-)
Hello Clint,
Thank you for the excellent blog re emotional triggers for our clients. It was well thought out and reminded me to make sure I am aware of the clients emotional needs as well as their financial and physical housing needs.
Jan Hunter,ABR,CRS,GRI,SRES -Re/Max 1st Choice- Greensboro, NC 27408
Clint, thanks. It is great to be reminded that I have all the tools I need to get the results if I just remember to use them!! I appreciate the your effort!
Best,
Morgan
Jan -- You are so welcome! :-)
Morgan -- My pleasure!
Oh, such valuable information - thanks!
Rachel -- My pleasure!
Those really are so TRUE! I tried to think of myself in those situations with recent buyers. thanks for writing this good post!
Good way of looking at things. I thought you were going to focus on scripts.
Sandy -- Yes. Yes they are. :-)
Gene -- I hate scripts...dont even use them in the position Im in now. I take my cues from my clients. :-)
I guess whether we want to admit it, we all use triggers. I believe everyone does whether they are sales people or not. People are always trying to influence someone to do something. Like my kids trying to get me to take them to get some ice cream. It's in our DNA.The key is, do we know how to control it and leverage it for our benefit.
Clint, great food for thought!
Great Post!
Evening Clint, Where in your list would you put the " fear " factor ? Interesting conversation. Well done !
Very insightful post. I do most of these all of the time, but had no clue that they had names!! Thanks for your keen assessment. Here in Southern California where I am, there is a huge disconnect between market realities (multiple offers on many homes under $750,000) and what buyers hear on the news. Those of us in the street see the change in atmosphere and the buyers still are behind the curve so any selling technique I can use, I will go for. Thanks!
Great way of breaking it down, I recognize them all and have used them all at one time or another and had them all used on me.
Good Grief Clint - You nailed that! I like to use multiple triggers if i can. It's funny that I use these all the time without consciously doing so.
Thanks for the insightful and concise post...good things to think on!
GREAT STUFF....and when coupled with an understanding of personality traits you become INVINCIBLE!!!
Bob & Bev -- You hit the nail directly in the head, guys! That is exactly the point I was trying to make.
Risa, Greg -- Thanks!
Bill -- Fear is also an emotion, but it is a combination of several factors that are listed on this list, but thought about negatively rather than positively. For example, Contrast can be used to insight fear pretty easily.
Sue -- Regardless of how "informed" people think they are...the general public will always be behind the curve. :-)
Vanessa -- Any decision you have ever made has been based on one or more of these triggers. So...Yes. :-)
Tiffany -- Thanks! ;-) My strength relies in multiple triggers. I dont have enough moxy to leverage only one of these at a time. Im a flock-shoot kind of guy. ;-)
Edward -- Thank you! Exactly! Guys like Tony Robbins understand these triggers.......and he can influence anyone. ;-) Dale Carnegie -- same thing.
Great message. The main point is to listen to the client. They are like a movie director, always telling you what they need to hear.
Dennis -- Absolutely!
Great post Clint.
Lyn -- Thank you!!
As every good copywriter knows: People buy from emotion and justify the purchase with logic.
That's just the way we are.
Wow! Great Advice. Thanks
Good information Clint. I have never seen it expressed this way. Thanks.
Marte -- And, everyone is wired that way. ;-)
Joeann -- Thanks!
Wayne -- I was hoping to bring it in a new way. ;-)
Very true Clint. However, a great Agent just needs to do his job and he will get lots of Referrals.
Great explanation of sales basics 101 or 201 depending on where you went to college.
Mark -- couldnt agree more. ;-)
Mike -- Thanks!
Well written and complete article Clint Thanks for the tweaking.
Gary
Gary -- Thank you!