Analytic Vision

Posts Tagged ‘desires’

NLP Modal Operators From A Marketing Perspective.

Posted by Ştefan Alexandrescu on 31/03/2017

 

There are three big categories of modal operators:

  • possibility

  • necessity

  • desire

The pattern of potential customers taking decisions is dependent on the sequence in which they use these modal operators. Depending on the level of familiarity and trust they have with a certain product or service, they might be more or less interested to invest interest in it.

The first thing that some clienst must think in order to consider a product/service is whether if there is a desire for it or if it is possible. Some people first decide they want something and then they look for how to get that done. But this is a small amount of population. They are usually people who want to get things done and they have the means and determination to make it happen. They think somewhere in the world there must be someone who thought of their desire and all they have to do is to find it. These are the people who know what they want. Their sequence of acquisition is:

  1. Do I want it?” If no, then they don’t care if it exists or not. If yes, then there must be someone offering it. They want it, therefore they will get it or make it happen.

  2. Is it possible to find it?” If not, then they might have the idea for a business if there are more people who have this wish. If they want it, it is possible and they find that possibility, then…

  3. Does it serve my needs?” If no, then they keep on searching. If yes, then they buy it. They don’t waste too much time on comparison. They want it, they search for it, they buy it, they own it and that’s the end of the story.

 

Most people must first be aware that something is possible. For example, if you try to sale vision training to a person that wore glasses for 20 years, it might be impossible if you find that person doesn’t believe the services really offer what they claim. For these people, they must first become aware that something is possible and understand how that helps them. The sequence of acquisition is:

  1. Is it possible?” If it is, then wow, what does that mean? It means that I have to readjust my sense of reality. Some people are not able to do that. They don’t understand how some new technologies work and they don’t care to know because it might make their beliefs and life experiences look silly. If they decide it is not possible, then they deserve to be left alone in their own ignorance. But, if you prove to someone that your product/service can really do what it does, that does not automatically imply they will want to buy it.

  2. Do I want it?”. Does the potential customer consider any value in what’s offered? If not, then it doesn’t matter that it’s possible. For them, it isn’t, because they don’t want it. So the mere demonstration of possibility does not impact the life of the potential client, unless…

  3. Why do I need this?”. What need(s) does this product or service satisfy? When presenting something proactive to a client that needs to be convinced upon the value and the utility, one must consider the suffering that will happen unless the client decides to act on that possibility.

     

The traditional buyer does not buy something unless there is a need. This client must be in pain in order to decide to need something so much in order to buy it. Each marketer must understand that if a consumer really needs something, it doesn’t matter there isn’t enough money for it. They get it. The borrow. The work like crazy. They need it. For them, the sequence of thinking is:

  1. Do I need it?”. If not, then they don’t buy it, because they can’t afford it. If yes, then they wonder:

  2. Is it possible?”. They start searching for mechanisms that would enable them to fulfill their needs. If they don’t find it, they stop searching and get frustrated. Subconsciously, they try to fulfill that need in other ways, compensating or patching. If it is possible, they they ask the question:

  3. Do I want it?”. In this step, the potential consumer that knows their need can be fulfilled, evaluates if there are enough resources and it is worth, in the present, to acquire the solution to this. If they want it, then they might do a study in the market and take into consideration what suits their desires best. The nightmare of a salesman is a potential client that thinks it is possible for his needs to be fulfilled, but doesn’t know what he wants. This is where clients’ education from the marketers steps into place.

     



A particular confusing thinking sequence for both potential customers and suppliers is the person who uses this sequence:

  1. Do I want it?”. Well, actually, the client might want it, but what that is, is so unclear that they might expect the supplier to untangle all of their thoughts and offer them exactly what they want, without even answering some questions. These people might have problems with reality, especially if the next question they ask is:

  2. Do I need it?”. Here comes the inner conflict: if they want it and don’t think they need it, they will suppress that wish until it will unexpectedly burst, becoming an impulse acquisition or a frustration. When and if the client eventually decides it is both desirable and necessary, they ask the question that verifies the reality in the end:

  3. Is it possible?”. If it isn’t, then all the thinking, and wanting, and the needing and all the inner conflicts about it have been in vane. Some people decide very early in their life to self-sabotage their buying strategies with this sequence, especially if their definition of “possible” is downgraded to money and common experience.

     



Another conditioning perspective is the one that starts with recognizing a need and deciding to allocate certain resources for that. This goes like this:

  1. What do I need?”. This can start with an honest investigation of one’s psychological and physiological needs. Do you know how much of the population actually knows what their needs are? Very, very little. So, more likely, these needs will be expressed or confounded with…

  2. What do I want?”. Once this determined to a certain extent, comes the question:

  3. Where can I get it?”. Now you see that his is a step which actually indirectly checks the reality, that is, the actual possibility. The more unclear are the first two formulated, the most likely it is for the consumer to actually buy something they don’t need an/or want. The cycle gets repeated, until either the client comes to the conclusion what he wants/needs isn’t possible or that he doesn’t want it/need it. Time goes by, frustration accumulates, until they start to wonder how it is possible for other people to get the correspondence between want and need. I consider these buyer deserve to be either educated, or left alone, but they require a lot of resources from the salesmen and they themselves don’t have a lot of resources.

     



The marketer, businessman or salesman perspective can be represented by the following sequence, which can be kind of challenging, but very rewarding for the supplier.

  1. Is it possible?”. Really? The didn’t know that! How cool can that be!

  2. Why would somebody need that?”. If the decision makes sense, then it means others see value in it, therefore it’s a good product. If the decision doesn’t seem to make sense, the concur it’s just some fluff some eccentric people might get fooled into buying, but not them.

  3. Why would I want this?”. Once a need established, then it means the client can compare all the options of fulfilling the established needs and, if the presented product is what satisfies their criteria, then they buy tons of it and they can recommend you to others, too. But, in order to do that, you must be a good salesman. If they find out something is possible that satisfies certain needs, they will choose what they want according to their criteria and they will eat salesmen on breakfast until they find exactly what they want. And if they don’t find it, they might be able to create it.

     

Ștefan Alexandrescu

marketer, NLP practitioner

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