Digital Dealer - February 2019 - 45

ONE

Have you ever had a
song or movie scene touch
you emotionally? Great
performances always do!
I'd bet that if I would grab
some random strangers to
sing that same song or act
out the same movie scene,
it wouldn't have nearly the
same effect on you. Words
alone do not produce an
emotional response. It is
only when words are delivered with feeling that words
can evoke feeling. Too often,
word tracks are simply
memorized, rather than
internalized. Even the best
words fall on deaf ears when
there is a lack of congruency
between the message and
the messenger! Have you
ever worked with a customer who was sold on the
value and still didn't buy?
In other words, they knew it
made logical sense to move
forward, yet they still chose
not to. This can happen
when your words just don't
resonate. We all have to
remember that customers
don't buy when it sounds
right, customers buy when it
feels right. The best words
are always your own words,
not someone else's!
WORD TRACKS FAIL
BECAUSE THEY DON'T
ROUSE EVERYONE INTO
ACTION

By nature, word tracks
tend to center around
generic ideas and concepts.
They incorporate very few (if
any) customer insights. The
problem is that customers
are not motivated by generic
or abstract value. Make no
mistake, what is personal is
compelling, but the rest is

just a plain-old pitch. When
something is personal to
your customers it is specific
and unique to them. Being
unique to them, it distinctly helps them achieve an
objective, either directly
or indirectly, that they're
already motivated to accomplish. Have you ever had
a customer who said they
wanted to buy, yet they had
no urgency to buy now? This
is because your customers
need certainty to act, and
certainty comes from being
able to see themselves having bought. Good luck trying
to get your customers to see
themselves having bought
by conveying what they
should buy using generic
or abstract value. The best
words instill certainty and
make it impossible for your
customers to not take action!

WHAT YOU CAN DO
ABOUT IT?
1: YOU CAN ASK
BETTER QUESTIONS

Customers don't care
what you know if you don't
know them! You should
ask questions that help you
understand your customers'
values, experiences, and
ambitions. Unquestionably, knowing who your
customers are, where your
customers are, and where
your customers are going
is a game-changer! When
you know your customers
on that level, you can create
value that consistently builds
connections and compels
your customers to buy.
2: YOU CAN ALIGN
WITH YOUR CUSTOMERS

Influence begins when
you align with your customers! Those who align with

their customers gain the
personal edge. You should
not only seek to purposefully align your words, your
attitude, and your approach,
but also intentionally align
the stated outcomes of your
solutions with what already
moves your customers to
act. Once you align with
your customers, you will no
longer feel like you have to
push them to buy, because
they will want to follow.
Customers don't buy
products, they buy feelings!
Sadly, most word tracks are
nothing more than lifeless
logical reasons to buy. The
most influential communicators recognize that we all
buy emotionally, and we only
sometimes look to justify
our purchases logically. You
should focus on discovering
your customers' emotional
motives to buy, and then
direct your efforts towards
satisfying them. When you
focus on your customers'
feelings first, your presentations become more exciting,
engaging, and enticing.

you present your products,
everything changes.
Word tracks are not all
bad. They can be valuable,
especially to someone who
is new to selling a particular
product. Word tracks can
provide a framework to begin, and layout a basic path
to follow. Nonetheless, if you
deliver the same series of
words to every customer,
you are guaranteed to fail
more often than you win.
Word tracks will fail you
because they don't relate to
all of your customers, they
don't resonate with all of
your customers, and they
are not able to rouse all of
your customers into action. If
you are seeking to improve
your results, get to your next
level, and ultimately make
more sales, then you must
stop relying on scripted word
tracks! Instead, aim at building your personal influence,
becoming a trusted advisor,
and aligning your solutions
with what already drives
your customers. By following
the tips above, you can enjoy a sure path to success!

Your customers don't
want a verbal brochure!
They want a professional
who truly gets them, and
makes the process fast, fun,
and interactive. You should
personalize everything
about your process and their
experience by incorporating
and leveraging customer
insights. When you personalize how you prepare your
products, how you position
your products, and how

MIKE HIRSCHFIELD is on a
mission to empower, equip, and
exalt sales and finance teams
everywhere! Mike has served in
both franchise and independent
dealer groups, leading teams
as large as 80+ to reach new
heights of achievement. He
teaches how to build personal influence, become trusted
advisors and leverage personal
solutions that are aligned with
a customers' most powerful
buying motives. Mike empowers teams by developing their
ability to build connections and
lead customers to take action
and buy now! EMAIL: Mike@
FoundationToWin.com

3: YOU CAN FOCUS ON
FEELINGS FIRST

4: YOU CAN
PERSONALIZE
EVERYTHING

D I G I TA L D E A L E R . C O M

FEBRUARY 2019

45
http://www.DIGITALDEALER.COM
Digital Dealer - February 2019

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