Podcast
Questions and Answers
What do people buy at the deepest level?
What do people buy at the deepest level?
- Brands
- Offers
- Emotional states (correct)
- Testimonials
What is crucial for a prospect to buy your offer?
What is crucial for a prospect to buy your offer?
- The offer is heavily discounted.
- The offer comes from a well-known company.
- The path of least resistance from their current situation to their desired destination is your offer. (correct)
- The offer has many testimonials.
What is an example of a surface level situation and desired destination?
What is an example of a surface level situation and desired destination?
- From alert and productive to tired and unproductive.
- From significance to certainty.
- From headache and discomfort to no headache and ease. (correct)
- From uncertainty to significance.
According to Tony Robbins, what are the fundamental elements that every human needs?
According to Tony Robbins, what are the fundamental elements that every human needs?
According to the video, which of the following is one of Tony Robbins' six human needs?
According to the video, which of the following is one of Tony Robbins' six human needs?
Which of the following is also among Tony Robbins' six human needs?
Which of the following is also among Tony Robbins' six human needs?
According to the video, what is true about the six human needs?
According to the video, what is true about the six human needs?
Which of Tony Robbins' six human needs relates to feeling important and special?
Which of Tony Robbins' six human needs relates to feeling important and special?
According to the video, what is one of the six human needs?
According to the video, what is one of the six human needs?
What are the two most powerful human needs?
What are the two most powerful human needs?
What surface level situation is presented in the video?
What surface level situation is presented in the video?
What might a prospect be feeling if they have constant stress, frustration, and anxiety due to lack of money or cashflow?
What might a prospect be feeling if they have constant stress, frustration, and anxiety due to lack of money or cashflow?
A prospect who feels like they are in "groundhog day" may be experiencing which of the six human needs?
A prospect who feels like they are in "groundhog day" may be experiencing which of the six human needs?
If a prospect is in the same place today as this time last year, what are they feeling?
If a prospect is in the same place today as this time last year, what are they feeling?
If a prospect's friends are taking their families on holiday, but he is not, what might he be feeling?
If a prospect's friends are taking their families on holiday, but he is not, what might he be feeling?
A prospect that hasn't had a date night with his wife and is fighting all the time may be feeling a lack of what?
A prospect that hasn't had a date night with his wife and is fighting all the time may be feeling a lack of what?
A prospect that wants to help others, but can't put his own oxygen mask on first may be feeling a lack of what?
A prospect that wants to help others, but can't put his own oxygen mask on first may be feeling a lack of what?
What is something a prospect might feel at an emotional level destination?
What is something a prospect might feel at an emotional level destination?
If money worries are gone, what human need is likely being fulfilled?
If money worries are gone, what human need is likely being fulfilled?
If you are able show your kids where they will go on vacation this time, what human need are you fulfilling?
If you are able show your kids where they will go on vacation this time, what human need are you fulfilling?
If someone's peers are looking up to him, what is being fulfilled?
If someone's peers are looking up to him, what is being fulfilled?
If you are loved and appreciated as a provider, what need is being fulfilled?
If you are loved and appreciated as a provider, what need is being fulfilled?
More impact, more results, more case studies refers to which human need?
More impact, more results, more case studies refers to which human need?
What kind of conversations will happen with the prospects when you master their emotional level destination?
What kind of conversations will happen with the prospects when you master their emotional level destination?
Flashcards
What do people really buy?
What do people really buy?
People buy based on the emotional states or end results they desire, not just the offer itself.
What makes an offer compelling?
What makes an offer compelling?
The path of least resistance from a prospect's current situation to their desired emotional and surface-level destination.
What types of buying destinations are there?
What types of buying destinations are there?
Prospects buy destinations on both the surface and emotional levels.
The six human needs
The six human needs
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Certainty (human need)
Certainty (human need)
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Uncertainty/Variety (human need)
Uncertainty/Variety (human need)
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Growth (human need)
Growth (human need)
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Significance (human need)
Significance (human need)
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Love and Connection (human need)
Love and Connection (human need)
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Contribution (human need)
Contribution (human need)
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Certainty and Significance
Certainty and Significance
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Surface level situation
Surface level situation
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Emotional level destination
Emotional level destination
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What people really buy (advanced)
What people really buy (advanced)
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Transformation
Transformation
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Study Notes
What People Really Buy
- People don't buy because of the offer, the salesperson, the company/brand, or even testimonials/results.
- At the deepest level, people buy states (both surface and emotional).
- Prospects have a current situation (surface and emotional) and a desired destination (surface and emotional).
- People buy a transformation.
Key to Sales
- The path of least resistance from the prospect's current situation to their desired destination is your offer.
- People buy emotional states, so uncover their current situation (surface and emotional) and lead them to their desired destination.
Examples
- Aspirin: Moving from headache/discomfort to no headache/ease.
- Coffee: Moving from tired/unproductive to alert/productive.
Understanding Emotional States
- Prospects buy emotional level destinations/states in addition to surface level ones.
- Tony Robbins' six human needs:
- Certainty
- Uncertainty/Variety
- Growth
- Significance
- Love and Connection
- Contribution
- Everyone needs all six human needs.
- Addiction can occur if two or three of the needs are strongly connected to something.
- Certainty and significance are the two most powerful human needs.
Applying Human Needs to Sales
- Breakdown the prospect's situation into surface level and emotional level, then relate it to the six human needs.
- Surface level situation examples: not enough profit, no time, fighting with spouse.
- Emotional level destination examples: confident, self-assured, leader at home/industry.
Examples of Human Needs in a Sales Context
- Lack of Certainty: Constant stress/anxiety due to lack of money or cash flow.
- Lack of Variety: Feeling stuck in a "groundhog day" routine.
- Lack of Growth: Being in the same place as last year.
- Lack of Significance: Feeling inadequate compared to peers.
- Lack of Love/Connection: No date nights, fighting, lack of respect from kids.
- Lack of Contribution: Not able to provide for clients or help others.
Transforming a Prospect
- Imagine you can change the prospect's situation.
- Certainty: Money worries are gone, home in time for kids.
- Variety: Planning vacations with the kids.
- Growth: Bank balance increasing, feeling successful.
- Significance: Peers looking up to them.
- Love/Connection: Loved and appreciated as a provider.
- Contribution: More impact, results, and case studies.
- People buy the feelings and changes associated with achieving their desired outcomes.
Connecting with Prospects
- Connect the human needs and emotional states to what the prospect is buying.
- Move from the surface level situation to the emotional level destination.
- Focus on how the product/service will make them feel, who they will become, and what will change in their life.
- Cross the bridge from their current situation to their desired destination with your product/service as the transformation.
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