Watch and learn how to drive your clients to do the behaviours you need for your business to succeed.
I’m often asked the best way to connect with clients. How to drive the client behaviour you need to succeed. You know, how to build that know, like and trust. How to get them onboard so they’ll buy. How to engage clients. I find business owners make one common error and that they’re missing the one secret I see, from a psychology point of view and as a business coach
What do I mean by what drives clients’ behaviour?
Let’s go back to basics and look at some scenarios. By breaking the communication with the client down into 3 parts:
I/the business (Person A) need
Insert person doing the thing I need and in this case it’s the client (Person B)
To do (insert thing X that I need).
It looks kind of like this:
For my business (Person A) to succeed I need more clients (Person B) to opt in to my funnel (thing X).
For my business (Person A) to succeed I need my clients (Person B) to buy (thing X).
For my business (Person A) to succeed I need my clients (Person B) need to click on my ad (thing x).
So where do business owners go wrong when they are trying to connect with and drive their client to do the thing that the business needs to succeed. Well, I find business owners focus on two things…
It’s all about them “I, I, I” or
It’s all about the thing they want “sales, leads, sign ups, opt ins…”
So where is driving the results going wrong?
I mean, what is wrong with focusing on what you need, either it being all about your business or all about the thing you need to succeed? Surely that’s what makes a business successful – focus, drive, determination. Right?
What tends to happen is that businesses then fall in to two camps –
they are focused all on themselves/the business and their success – Person A (Kind of like Daffy Duck hoarding stuff in cartoons)
They are focused all on thing X that they want to happen.
And then they feel like a failure, I didn’t make enough sales or conversions or blame and point fingers when they don’t get what they want.
It was the wrong target market, it was the wrong targeting, ads don’t work, video doesn’t work. All may be quite valid points but…
Thing is they’ve skipped over the key element to making thing X actually occur.
You see, without Person B doing thing X it was never going to succeed.
Without clients opting in, you won’t get them in the funnel.
With out your clients clicking to buy, you don’t make the sale.
Without your clients clicking on the ad, the ad doesn’t work.
It’s the actions of Person B which make x happen. It doesn’t matter that thing x exists or that Person A wants it to occur. Without Person B taking action, X never happens.
So what makes Person B do what the business needs to succeed?
What gets person B to do what you need them to do. You need to understand what drives them.
Let’s get inside their head – but first, I want to bust a business myth.
If you believe that offering discounts, special offers or giving them funky gifts or fantastic entitlements is key to capturing a sale, you’re mistaken and at a hiding to discounting yourself out of business. It’s commonly known and understood by psychologists that these things are really poor drivers of behavior. These external drivers are really poor at getting us to do things, over time they become expected and just aren’t enough and to be honest, any business can buy your clients off of you – for the right price. And that costs your business handsomely. Do you know how much it costs your business to acquire a new customer?
So it’s cheaper to keep them happy and keep them coming back and doing thing x for you.
So how do you do that in business?
We humans are social beings. We like to feel part of something bigger than ourselves. We love to be part of a tribe. We love to feel heard and understood. The thing is that we are generally time poor and if we have fill in the gaps or blanks in your marketing, we will use our memory bank of solutions or options to fill them.
What does that look like between a business and a client?
Regardless of who Person B is– we all have these key drivers which which drive our behavior.
Understanding these will allow you to include them in any communication you have, address any concerns, and grow trust.
So what are these drivers of client behaviour?
I have identified 5 key drivers of our behavior (and yes these apply equally to Person A and Person B). They are:
But you can’t cherry pick and start at the top. You have to address Person B’s fears and needs first before appealing to their values, beliefs or goals.
The benefit of using these drivers is that Person B will feel heard, understood, and valued. By telling them you understand their fears and needs, they don’t have to guess how your product or service will address these – they already know! No gaps or guesswork here.
So what you have is a client who is happier because they feel valued, a client who has some questions or concerns answered, and a client who is closer to buying from you.
What did you have to do?
Understand what drives them and tell them that you’ve been listening and that’s how you help.
So how do you work this out?
While you could survey your clients, the quickest and easiest way to work this out is to go to your testimonials and use exactly what they tell you. How you solved their problems, what they were, and how they felt afterwards. Use their words too, they understand those better than any spin doctoring you could do.
Leave a comment below with which one drives your clients more: fears, needs, beliefs, values, or goals