Let’s look at how the way people rank their away-from values can affect the decisions they make, and the actions they take.
Let’s say Sally ranks rejection much higher than loneliness as her away from values. What this means is that she finds it much more painful to be rejected than it is to be alone.
Chances are, even if Sally met the man of her dreams, she might not dare approach him for fear that she would get rejected. Although she also fears that she would remain lonely by not having a man, the pain of rejection far outweighs the pain of loneliness.
As a result, she won’t take action. Quite the opposite is Christine who ranks loneliness as her top away-from value, far higher than rejection. In short, Christine fears the pain of loneliness much more than the pain of rejection.
Placed in the same situation, Christine would make the first move and chance being rejected than do nothing and end up alone and lonely for the rest of her life.
How about applying this in sales?
One of the biggest mistakes I see many novice salespeople make is to assume that every customer buys something for the same reason. As a result, they wonder why they are always struggling to make a sale each time.
Now, let me ask you a question. Does everyone buy an insurance policy out of the emotional “fear”? Of course not!
Could someone buy an insurance policy because they value “love” more?
That should anything untoward happen to them, at least their family would be compensated and insured for a certain sum of money? Sure! But if an insurance agent fails to understand this, and operates from the mindset that, “People buy policies only because they are afraid their livelihood will be affected if anything bad happens”… do you think he will have much success selling to someone who values “love for family” more?
Not a chance. And that’s why it’s absolutely important for us to fully understand what makes someone tick, before we can persuade them.