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#166: Connecting Your Services with Your Client's Self Identity

Posted By Mark Haas CMC FIMC, Monday, November 2, 2009
Updated: Monday, November 2, 2009
What is it about some consultant's services that get them an engagement and others, with almost identical services, never get called back?

Conventional wisdom says that sales efforts work better when they like the offered service, they like and trust you, and the price is right. All well and good, but what do they like about what you are offering? What is it about the specific service or about you that makes them comfortable enough to approve the purchase? Conventional wisdom stops short of a real explanation.

It appears, however, that science is starting to fill in the gaps. Recent research in the field of neuromarketing is giving clues to the specific brain mechanism that causes a person to buy one good over another. Research at Emory University showed that the brain's medial prefrontal cortex is largely involved in making choices. Scanning MRI images of this area of the brain, which also is highly involved in self-identification and our personality, showed high activity when people were offered a choice that aligned with their self-concept. See How the Brain Reveals Why We Buy.

At a high level, this is logical but contains an important nuance. Success in sales is more than being personally likable or having a product that makes intellectual sense. Your prospect needs to believe that your services, or at least the benefits that accrue from using them, fit with their self-image. Give them a scenario that shows them integrating your services into their organization in a way consistent with their values, managerial style and ability to communicate value to their organization. Trying to sell an "innovative" service won't work if it’s use is at odds with the way they see themselves.

Tip: The Scientific American article referred to above shows that even when an "obviously" better product is matched up against a product to which the customer can better identify, the latter product wins. This means you need to really know your prospect's personality, style and preferences before pitching your services. Think sync before sizzle.

© 2009 Institute of Management Consultants USA

Tags:  brand  client development  client service  customer understanding  market research  marketing  product development  proposals  prospect  sales 

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