The decision to buy from you is triggered by below conscious factors. These can be decoded in your prospect\'s language.

1. Motivating and Influencing
Your Ideal Customer
Ellen L. Moran, Ph.D.

2. The Ideal Customer
Wants your product or service
Needing doesn’t always = wanting
Has the ability to pay for it
Not all who want can pay
Has the authority to purchase it
Find out in advance to not waste time

3. What’s My Value?
Connect from their point of view not yours
What would make your customers buy?
An event?
A problem?
A change for them?
Why do they need you NOW more than ever?

4. Attracting Their Attention
 What makes you unique?
Put it in a memorable image
Connect in ways that are
different

5. What is the LAB Profile™
A tool for decoding:
how an individual is motivated or likely to behave
in a specific context (work, home, vacation, buying)
 through the patterns of language he or she uses in
communication
 11 open-ended questions specifically designed to
reveal different types of below conscious motivation
 Yields information on 36 separate patterns

6. Motivating & Influencing Principle
To get someone to go somewhere with you, you need
to meet them where they are,
and not just pretend that they are already where you
want them to be.
Go to the bus stop where they are waiting and invite
them on the bus.
Shelle Rose Charvet

7. What do they really want?
Discover their value Criteria
What do you want in ……..?
What’s important to you about......?
Why is that important to you?
What don’t you want?

8. Summarize Criteria & Values
Use their labels—Don’t paraphrase
These are their “hot buttons”
Words that cause an emotional reaction
Can be positive or negative
“So you want to participate in those events that draw
other senior executives and are focused on the kinds of
problems many of you share.”

9. Move in their Direction
People are triggered to buy because they want…
To move toward achieving a desired goal
To get away from, prevent or solve a problem
Asking “Why is that important to you?” decodes
direction

10. Why is that important?
Toward Customers Away From Customers
I’ll achieve my financial goals I don’t want to be insecure
It helps me grow the business I don’t want to fall behind my
Are less responsive to competitors
language about problems Are less responsive or may
distrust emphasis on benefits

11. Thought Experiment
How many positive benefits and for whom does your
service/product provide?
What’s the benefit of that benefit?
What are the problems your product/service can help
your clients avoid, solve or get rid of? How are things
better if that problem is solved?
If you give suggestions to customers can you specify
what it will help them accomplish and prevent?

12. How Your Customers Decide
Internal External
Decide on their own by their Decide by others’
standards opinions, external standards
Want information about which Want outside advice or
they can make judgments confirmation that it’s the right
Are turned off by too much decision.
enthusiasm, show of Feel uncomfortable without
expertise, references to testimonials, statistics, etc.
others, etc.

13. How Your Customers Decide
Decode by asking, “How would you know if we’ve
done a good job for you”?
Internal Influence Language:
Give data, use the language of suggestion, indicate they
will decide
External influence Language
Offer advice among possibilities, offer testimonials,
reference statistics, what their competitors are doing

14. Customers want it to.…
Give Them Choices Tell Them How
What options do I have to Gives me an easy, logical
choose what’s best for me process I can follow
Let me go outside the normal Let’s me know how I can
procedure or ways of expect it will work if I follow
accessing it the steps
Have multiple applications for Gives me one or two best ways
where or how I can use it to meet my need

15. Which kind do you want?
The mode they are in determines what they’ll buy
Decode the reason by asking, “Why did you choose to
consider this…..?
If they give a list of reasons the mode is Options
If they tell you a story the mode is Procedures
Sometimes it’s both

16. Your Customer Says “Yes” When
They have moved into procedures mode—”What’s
the next step?”
If they are still in options they are not committed
Use the Influencing Formula
Match, match, match, lead!

17. Closing Tips
Select your ideal customers
Think from their perspective to attract attention
Be different from your competition
Ask the questions that reveal their buying patterns
Position your product in their language
Match their patterns and guide them through the
buying process

18. But wait there’s more…
Other motivational patterns can be important in
connecting to your customers
Keeping customers satisfied and loyal over time have
specific motivational patterns
Knowing your employees’ patterns helps you
motivate them to higher performance in serving your
customers.