What are values? Values are filters that everyone uses to help make sense of all the information we must process before we make a decision. When you appeal to a person's values you speak directly to their decision-making criteria.
Values:
In simple terms, values are what is most important to us. If you ask yourself: what is most important to me about having a new car? You will discover the key issues that you consider when buying a car. Your prospects will also pay attention to their values when you present your offering.
Ask your prospects what is most important to them and they will tell you their values, it is then up to you to structure your conversation around what matters to them.
So if they value ease of use and simplicity - don't waste their time talking about advanced functions. Instead spend extra time and go into great detail explaining all there is to know about how easy it is to use the product.
By talking about what your prospect considers most important you will grab their attention and quickly find out if your offering is for them. And this is as far as most people get with their persuasion skills. There is a further step however.
Avoidance Values:
When you also discover and appeal to what your client wants to avoid, you become an especially valuable advisor. Everyone has avoidance values i.e. what is important to avoid. In the example of buying a car, it could be wanting to avoid costly maintenance, high insurance premiums and the disapproval of the neighbors.
Your only challenge is that people often won't tell you what their avoidance values are because they don't always know themselves. Only when you ask the right questions will you be able to help them discover what these values are. Give them an example of what you mean by avoidance values and then ask them:
What must you absolutely not have when driving a car?
What do you not want in a car?
What do you want to avoid at all costs by using this product?
Which factors are the most important to avoid?
Typical answers might include - poor visibility, limited leg room, a noisy engine. Let's say you were selling software, the answers might be data loss, system crashes, limited upgrades.
Show your prospect how your product satisfies her values and protects her from her avoidance values and your powers of persuasion will be irresistible.
Give yourself time to get used to asking probing questions that elicit avoidance values. Although it seems unusual at first it does get easier with practice.
Peter Murphy is a freelance business writer. He publishes a free weekly ezine full of practical tips for communicating at your best under pressure. All new subscribers receive a free e-book with powerful strategies for being at your best.
![]() |
|
![]() |
|
![]() |
|
![]() |
When you are in sales, you have the choice to... Read More
I had my first official sales training by a man... Read More
Follow this story...I went to Best Buy today to get... Read More
Losing a sale can be disheartening, especially if you lose... Read More
Unquestionably when the word hypnosis pops-up in a conversation or... Read More
Pareto's Principle {the 80/20 rule) is vividly illustrated in the... Read More
"There are three kinds of salespeople; those who make things... Read More
One of the questions I often get asked as a... Read More
If you've driven yourself crazy trying to figure out why... Read More
1. Multiply your marketing and advertising efforts on the Internet.... Read More
A myth can best be described as somebody or something... Read More
Just because we receive a referral, it doesn't mean that... Read More
Prospecting for future customers can be fun if you approach... Read More
"Yeah right!" I thought to myself as I started to... Read More
You are about to speak to a potential client, go... Read More
1. Determine your current situation. How are you currently positioned... Read More
I recently found myself suffering from a lousy cold; all... Read More
There is a new trend in the way wood decks... Read More
To listen to your customer is important, and to hear... Read More
My experience has taught me that people want to buy... Read More
There is no magic pill, trick, teqnique, system or secret... Read More
Looking for a way to handle rejection?Edward W. Smith, motivational... Read More
Many of us in sales are taught to believe that... Read More
It's not too early to start planning for the sales... Read More
In the last article, we looked at three emotions (besides... Read More
It's a common question we come across everyday: why is... Read More
Although David has been a graphic designer for a decade,... Read More
I love the art of selling. LOVE IT. When I... Read More
One of the best ways to increase your sales and... Read More
Have you ever gone into a newsagent, picked up a... Read More
A few weeks ago I was onsite at a company... Read More
I'm about to challenge your belief system, or at least... Read More
Sales marketing online is an art that you must keep... Read More
Prospect - "So now that I've told you what we... Read More
Cross-selling - the art of selling for non-salespeopleCross-selling is the... Read More
How do you persuade someone to do what you want... Read More
One of the best projects to undertake as an online... Read More
Some people say we live in the Information Age.I call... Read More
I'm not a fan of "The Donald" and I had... Read More
Look at your marketing material. Now, is there something missing?... Read More
What do you do when you have a big sales... Read More
Did you know that there are specific psychological triggers you... Read More
Here's a surefire method to guarantee you achieve the best... Read More
In happens every year in June.Six months down and six... Read More
So -- you've just gotten off of the phone with... Read More
Looking for a way to handle rejection?Edward W. Smith, motivational... Read More
Prospecting for future customers can be fun if you approach... Read More
Your mission as a business owner is to develop a... Read More
An area many businesses fail to recognise as a way... Read More
From a customer's perception, it's easy for a salesperson to... Read More
To isolate any objection quickly you can use this effective... Read More
In my business, it has been an interesting and very... Read More
I am a big believer that great salespeople generally realize... Read More
On average a sales person spends less than two hours... Read More
Obviously, you can not know all of the things that... Read More
From surveys and experience, we've noticed many setting excellent goals... Read More
You've probably heard people speaking about someone that he was... Read More
Do you frequently hear that from a prospect?"I'll Think It... Read More
Developing an abundant supply of targeted referrals is the number... Read More
Trade shows are so obvious. You go. You hand out... Read More
Have you ever heard of the Golden Hour? I live... Read More
All closes are not created equal. Top producers realize every... Read More
We all have something in our past we believe someone... Read More
The art of backend sellingThe backend sale can be more... Read More
Every sales presentation should start with the approach, or introduction.... Read More
"Ask, and you shall receive", a biblical principal that offers... Read More
Sales Training |