Before moving on to consider how needs are converted into solutions and therefore, purchases we must backtrack to look at the first step in the buying process - the events that trigger the process in the first place. We are doing it in this order simply because it was necessary to establish the specific needs or desires before we could identify the events that trigger the awareness of those needs. In reality we are constantly receiving reminders of all of our unsatisfied needs and desires.
Think about that last product or service you purchased again. For example the petrol, the lunch, or the coat. What was it that indicated to you that you had a need, problem or desire in the first place? It might have been a flashing fuel gauge warning light, or passing the service station. Was it the empty feeling in your stomach or the invitation to lunch? Was it a cold chill one morning or an attractive window display.
We are constantly receiving information in the form of events or triggers. A cold wind, a flat battery, a TV programme, a hunger pain, a visit to a store, reading a magazine, a conversation at the pub, a management meeting. All these events could be triggers to a buying process. I am sure you can think of something you have purchased as a result of most of those events in your own life.
Even so, although those events may trigger the buying process they may not necessarily result in a purchase. . What they do is to remind us of unsatisfied needs As salespeople it is important that we are aware of the likely events or triggers that will remind our prospective customers of the needs for which we have a solution.
While the trigger reminds our prospects of an unsatisfied need, it does not necessarily remind them to come and buy our solution to that unsatisfied need. As salespeople it is important that we do what we can to link our product, service, company or even ourselves, to the trigger or event.
When you feel that cold wind which reminds you of the need to keep warm, does a particular supplier of coats spring to mind, or a particular brand or style of coat? One of the techniques of TV advertising is to associate the viewer with an everyday image, for example, walking in a park or along a windy street in the autumn, and then link the image of a sudden cold wind with an image of warmth in front of a "GAS fire" or a hot PORRIDGE breakfast , or some other product being advertised.
When you see a glass of milk do you think of energy and becoming the 100 Meter World Champion? . I am sure that you have seen many instances of products being linked to feelings or events, or events being linked to products. It is a technique called "Anchoring". Once you are aware of the triggers, or events that remind your prospects of a need you can satisfy, you can do something to anchor that trigger to your product.
I did some sales training for a health and beauty clinic once and we concluded on that course that one of the times when a woman is most aware of her body and looks, is when she is in a clothes shop. She wants to have a good feeling about herself at that moment when she tries on some exciting new clothes. Some of the beauty salon managers made reciprocal arrangements with boutiques. Small promotional labels on the mirrors and leaflets at the cash desk. Free first beauty consultation, special offers on the sun beds. The same in the salons with a small display of the latest fashions, and leaflets and discount vouchers to each customer.
One beauty salon was up stairs from a hairdressers. Angled all the way up the stairs were rather plain ordinary mirrors, the sort found in most shops. Angled all the way down the stairs were more expensive and quite flattering mirrors. Upon leaving that salon everyone felt good about themselves. They walked out of the shop with a spring in their step even when they had only just popped upstairs to book an appointment. The salon had anchored a strong sense of feeling good to using their services.
Once again put yourself in the position of your prospect and on the worksheet write down the likely events and triggers that might remind them about the needs you have already listed. What are the day to day events and experiences that prompt them to consider the problem?
Using the need to keep warm as an example Would it be a sudden cold wind or drop in temperature? Perhaps going out for lunch and getting out of the car or finding yourself remaining in a warm cafe longer than usual, .are events which would remind of the need to keep warm? Walking past a shop window displaying coats could attract your attention or noticing someone in the street wearing a coat you admire, could trigger a buying response in you.
The more intense the experience, the more significant the need becomes, and the more likely it is that you will consider satisfying the need. On the worksheet make a note also of the most likely triggers and what you could do to link your company, your name, or your products to those triggers. What could you do to anchor the triggers?
Here are a those examples following on from the last section again.
A near miss or minor accident might remind me of the need for a regular source of income if I should become disabled. A 'disability' promotion included with mailing related to my motor insurance policy is likely to be remembered.
This months sales figures, or a monthly management report, might remind me of the need to improve the efficiency of my sales force. Receiving a mailshot just after the month end asking "Are you happy with the performance of your salespeople?". could prompt me into action.
The first period of hot summers weather might remind me of the need to increase my retail sales during a summer down-turn. If the sales representative turned up now with details of a summer sales promotion, I would certainly listen.
A new, cheaper competitor, or a tough budget meeting might remind me that i need to reduce assembly costs in a new product line. A call from a salesman asking whether I would be interested in combating the impact of the new competitor would certainly make a meeting worthwhile.
Answer the questions "If I were this prospect, what events, sights, sounds, feelings, etc., might remind me that I have this unsatisfied needs? What supplier activity is likely to get my attention just as they happen?" List on the worksheet the triggers or events that will affect your prospects, when they will happen, where the prospect is likely to be at the time and what you can do to anchor those triggers. . List as many as you can.
