As we've just pointed out, gaining and holding favorable attention involves more than just making the prospect aware of the seller and his product, service or plan. The sales representative must also establish and maintain the prospect's desire to listen.

There are several emotion motivation ideas that will help you do this job. The use of these emotional appeals depends upon your perception, personality, and judgment.

Favorable impression motivation idea

We suggested that you may have instinctive likes or dislikes for certain people. Why is this so'? Why do you like some people more than others? Because of their appearance, behavior, physical or intellectual capabilities. They may exude confidence, tact, alertness, attentiveness, consideration, etc. Such impressions help them gain favorable attention and represent our first emotion motivation idea called favorable impression.

Common courtesy is one of the most important f.i.'s. The sales representative who thanks the busy prospect for making time available and gets right down to business is using common courtesy and, in air likelihood, making a favorable impression.

The use of pictures, charts, diagrams and other visual aids is another way of creating favorable impression. Every sales aid has two purposes. One purpose is to add clarity to a sales presentation. This was covered under the explanation-demonstration motivation idea. The second purpose is to hold favor-able attention by making a favorable impression. This is accomplished through the design of the visual-its size, color and shape -as well as in the way it is presented.

Common interest motivation idea              TOP

A second very basic emotion motivation idea is known as common interest. Mutual friends, hobbies and other interests strengthen contacts and contribute to gaining and holding favorable attention. Here's an example:

· · "Mr. Boland, this is Jim Smith of The Life Insurance Company calling. I was doing some work for one of my clients, Jack Downes

Jack mentioned that you are a good friend of his. It occurred to me that you might be interested in the kind of lob I've been able to do for him."

If Jack Downes a respected friend of Mr. Boland, the first step of gaining favorable attention has been taken.

Never underestimate the power of common interest in gaining and holding favorable attention. if we look hard enough, we will find we are more alike than we are dissimilar, that we have more that draws us together than pulls us apart. Our c.i.'s go well beyond mutual friends and referrals!

Appeal to pride motivation idea

Nothing arouses a prospect's feelings quicker and more effectively than sincere recognition of capabilities, accomplishments or personal achievements. When we recognize and react to these we are using the appeal to pride motivation idea. Consider this statement, "Congratulations, Jim I see your son made All-State Center."

A word of caution¹ Remember, insincere appeal to pride is usually obvious. It is easy to be sincere when you are familiar with your prospect and really believe what you are saying. If this idea is used lightly or incorrectly, it can result in an unfavorable impression and loss of attention.

The question motivation idea

This magic quality of the question motivation idea makes it extremely effective in gaining and holding favorable attention. In addition, provided the stage has been properly set, the same question that gains attention can be used as a bridge into a needs analysis or the interest step of the buying motion. For example:

"Jim Roberts (common interest) told me your children are the same ages as his own, Mr. Smith. He also said your oldest boy has been an outstanding quarterback on his high school team for three years now (appeal to pride). What are the chances that he'll continue to play at the college level?"... to be followed by further questions about the prospect's plans for the rest of family etc.

If you purpose in asking questions is not only to gain attention, but to encourage the prospect to think or speak (in order to uncover needs), you must use questions that encourage more than a single word answer. In such a case, you want your prospect to respond with an explanation, thus establishing two-way communication. And above all, you don't want your needs analysis to become an interrogation. Nothing is more apt to cause loss of favorable attention.

Consider, therefore, the different types of question motivation ideas.

The question has a magic quality to it. Used effectively₁ it borders on mind control. When a question is asked, an individual's mind immediately turns to the subject of the question and attempts to provide an answer. Have you ever been at a social gathering and asked one specific person. "What time is it?" Most members of the group will usually look at their watches. Their minds find it difficult to resist the subject brou₉ht up by the question.

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Open Question

A direct question requiring the prospect to reveal attitude or information in a multiple-word answer.

"What would it mean tc you if all Of your children could be assured of a college education?"

"How would your wife feel about returning to work?"

^"Can you describe the kind of benefits available under your firm's group life program?"

Echo question

The repetition of a phrase or word the prospect has said in the form of a question.

"College is not in the picture, Mr Jones?"

"The family's fully provided for, Mr. Smith?"

"Insurance poor, Mr. Benton?"

Mirror question

A repetition of the prospect's statement in your own words beginning with phrases like, "In other words . ." or "Do I understand you to mean

"In other words, Mr. Brown, you're somewhat uncertain as to lust what your future needs will be?"

"1f I understand you correctly, Sir, there's some question as to lust how adequate your current coverage is?"

Closed question

A direct question.

"How many children do you have, Mr. Smith?"

"Have I made myself clear, Mr. Barton?"

"Doyou see the shortcomings in this approach, Mr. Simmons?"

"Can you see the advantages in this plan for Life Insurance Needs Analysis?"

We said previously that the question borders on mind control. Notice in the last two examples how the question has been used to position the prospects mind negatively in one case and positively ,n another. The mere phrasing of the question has turned the prospect's mind to exactly the point the sales representative wanted it to focus on. In positioning the mind and allowing the prospect to draw his own conclusions (which were carefully structured in the preceding discussion), the point the sales representative wishes to make will come through much stronger than if it had been made in the form of a direct statement.

As indicated by several of the above examples, the question motivation idea can be used in numerous ways other than to conduct needs analysis. Among them, it can:

measure understanding and agreement

· check progress

· determine where the prospect is in the buying motion

uncover "hidden" objections

· make the entire presentation the "two-way street" it should be

Our last point is an important one. Early in this module, we indicated that it is astounding how many sales representatives still sell from their own viewpoints rather than from their prospects'. And we discussed how futile this really is. It is characteristic of these sales representatives that they never get prospects involved and never make selling a dialogue. If there is one thing that can change the career progress and potential of these people, it is the question motivation idea. This idea, above all others, brings the prospects into the presentation favorably and influences both emotion and reason.

A word of caution. The sales representative who derives the full use and benefit from this powerful motivation idea must be a good listener. Those who understand and use the question generally are the best listeners because this technique forces good listening habits

To summarize this topic: Control of the buying motion is within the power of an alert sales representative, and the question motivation idea is the key to that control.

This point becomes strikingly clear when emotion motivation ideas are added to the Buyer Viewpoint Guide.

Having identified in the Buyer Viewpoint Guide all of the reason and emotion motivation ideas described to date, you can see how these give you a fundamentally sound means of leading your prospects mind through the buying motion. In other words, through effective use of motivation ideas you can cause your prospect to defer a decision until you've conditioned the individual's thinking and you are reasonably sure the decision will be in your favor. Now comes the critical step.