MOVINGAWAY O RMOVINGTOWARD?
Characterize the predominant motivating factor of the people
making these eight statements.- We have a real problem here.
- I want to move into a different business with more growth potential.
- This new boss is nasty and hard to deal with.
- It would be very useful for me to learn better selling methods.
- I am sick and tired of just earning enough to get by.
- I am looking forward to doubling my income next year.
- Commuting to work is an expensive waste of time for me.
- I want to do work that gives me a satisfied feeling of accomplishment.
You probably hear statements like these every day. In the odd
numbered statements, the people are expressing moving-away moti-
vation; in the even-numbered statements, they are expressing mov-
ing-toward motivation. Now that you know what to listen for, it is
pretty easy to characterize other people’s motivation.
Why does motivation matter? Let’s say your potential clients rely
on a moving-away motivation strategy. If you describe the glowing
benefits of what you are offering and go into great detail about its
future results, they will be rolling their eyes around, thinking,
“Yeah, sure, this guy has no idea how big my problems are.” Prob-
lems and negative circumstances shape the reality of moving-away
people, providing them with motivation. Instead of describing posi-
tive results for the person with moving-away motivation, get lots of
details about their problem: how bad is it really, how long has it ex-
isted and what other solutions have been tried. Then say something
like: “This sounds like a significant problem. Is it bad enough to
cause you to take action?” Some people are terrified of making a
mistake—so terrified that they postpone making decisions until
their back is to the wall. Ask: “How bad do you think this situation
will be in six months or a year?”
Other people are motivated by moving toward pleasure. Their
vision of the future is their primary concern and source of motiva-
tion. They tend to ignore or minimize the current problems. Al-
though the service or product you are offering may actually relieve
customers of current problems, people with moving-toward motiva-
tion will quickly become bored and even irritated if you dwell on
problems. Instead, focus your presentation on how much better the
future will look after the problems have been solved. Describe the
benefits of already having the problem solved.200 Secrets of Compelling Communication