Pease suggests the following approach to find a person’s reason: he states that research has shown that most people’s Primary Motivating Factors for getting involved in this business are one of the following:
Have own business
More spare time
Meeting new people
Leave a legacy
Present your prospects with this list and ask them these three questions: “Which is most important to you?” “Why is that one most important to you?” and “What would be the consequences of never achieving it?” Listen carefully to each of their answers. If you sense that they are uncomfortable, tell them which one you picked and why. Don’t be surface about your reasons for building the business. Speak from your heart and let others feel the full impact of who you are. In today’s busy world where people are constantly bombarded by the urgent, a nice pleasant conversation about an interesting business plan just isn’t going to cut it. You need to have impact somehow in the brief amount of time you have with them.
Here’s an example of asking questions to uncover a person’s reason:
IBO: “So tell me Bob, you have a great job, a comfortable lifestyle, and a wonderful family life. Why would you have any interest in taking a look at a business idea?”
Bob: “I’d like to make more money.”
IBO: “More money…?”
Bob: “It seems like no matter how hard I work I’m just not getting any further ahead.”
IBO: “What does getting further ahead look like to you?”
Bob: “Well, we’d really like to buy a house. This condo is just too small for us and it’s not much of a home if you know what I mean.”
IBO: “How do you mean?”
Bob: “It’s just that there’s not enough room for any of us to relax and enjoy each other. The kids want to run around, my wife wants to have people over and entertain, I want to work on my projects every now and then, but we’re all having to compromise because we can’t afford the space. It’s really getting to be a strain on our family.
IBO: “A strain on your family?”
Bob: “Yeah, there’s just a lot of tension between us and it’s causing us to argue more and more.”
IBO: “I’m sorry to hear that. What kind of projects do you like to work on Bob?”
Bob: “My father was a mechanic and I guess his passion for older cars rubbed off on me. I’d love nothing more than to find some old clunker and fix it up into a real beauty, but I don’t have the money or the space to do those kinds of things right now.”
IBO: “Bob, are all of those things important to you? Less tension in the home, your wife being able to entertain, your kids having room to play, your passion for cars, and not having to compromise what you truly want?”
Bob: “You bet.” IBO: “Why?”
Bob: “Because I know my wife and kids deserve more than this crummy little condo. My kids take off to their friends’ houses instead of inviting their friends here. And when I see the way my wife talks about the homes she sees it really gets to me. I can’t stand not being able to give her what she wants; I just don’t know what else I can do.”
IBO: “It sounds like getting into the right house could really change a lot of things for you and your family. I hope you don’t mind that I’m asking you these questions because they’re important. I want to make sure I understand what you’re trying to achieve. The more I understand where you’re coming from, the more I’ll be able to help you accomplish those things.”
IBO: “Bob, what if you kept doing what you’re doing now and never could get ahead and buy a home? What would that mean for you and your family?”
Bob: “I can’t imagine working like this forever and staying where we are. I guess that would mean I’d never be able to give them what they really deserve. I know a house isn’t everything, but our family is. And we’re just not happy being limited the way we are here. We’re frustrated because we’re not able to do what we really enjoy and I don’t want my wife and kids to have to live like that anymore.”
IBO: “Is it safe to say then that finding a way to buy the right house for your family is a priority for you right now?”
IBO: “Bob, I’m glad to hear that because I’m looking to work with a few people who are serious about achieving their dreams and goals. I can’t promise you anything, but the business plan I’m about to show you may be the opportunity you’ve been looking for. If you’re not opposed to putting some focused effort into a worthwhile project, I believe that you and your family will live in that home. And when you accomplish that, I’ll feel like a success. On a personal level, I really like you and your family and think you’d be a great partner to work with. What do you think? Can you imagine what it’s going to be like when your wife walks up to her new home for the very first time? What do you think she’s going to be feeling when she turns the key and opens that door?”
Do you think Bob’s excited about working with this IBO? What would this IBO have missed if he had started showing the plan after Bob said, “I want to make more money”? Did Bob “experience” his dream emotionally? And do you think he sees the business opportunity as something that’s going to help him change his future, rather than just some distant and inconsequential presentation?
The IBO could have further questioned Bob to find out the approximate cost of the home, what the monthly payment on a mortgage would be, etc. in order to quantify the goal and focus his plan with that end in mind. But the most important thing the IBO did do is to uncover Bob’s primary reason. Now, when Bob sees the plan, he’s not only going to see a business, he’s going to see a solution.
The art of questioning is one of the most invaluable skills you will learn to increase your persuasiveness. The more questions you ask aimed at finding a need or uncovering discontent, the more interest people will have and the more persuasive you become. Great questions will lead people to begin visualizing and imagining what their life will be like with and without their dream. And when people really see and believe in the possibilities of a greater future through their involvement in the business, they will act on it.
Notice in the example how the IBO took time to listen and ask more questions about Bob’s responses before piping in with his own response? How well do you listen when people talk? Are you thinking about what people are saying or are you busy preparing in your mind what you’re going to say next? There’s a difference between hearing and listening. If you aren’t hearing-impaired, hearing happens involuntarily. Listening, however, is something you consciously choose to do. It’s where you concentrate on understanding the meaning behind a person’s words.
Most of us hear only a portion of what someone is saying before we try to fit it into our own categories. As a result, we often misunderstand people and our responses are off target. To fine-tune your listening skills, practice waiting until a person is completely finished talking and then pause before you start talking. You can also improve your level of listening by repeating back to people what you heard them say. “So what you’re saying is…” or “Let me make sure I understand you correctly … is that right?” Then give them a chance to correct you or add to their original statement.
Always incorporate a sense of urgency when you show the plan. What do people have to lose if they don’t get involved now? Listen to your leaders as they show the plan and note how they create urgency. Do they discuss favorable trends and timing? Do they talk about a team that is exploding right now? Is there a special event coming up? Learn from your leaders and incorporate these aspects into your business plan. Additionally, if you have people on your list who your prospect also knows, let him know that those potential IBOs could be in his business if he were to get started first.
After showing your prospects the plan, it’s time to determine their level of interest. Some IBOs take the time to prospect, invite, and show the plan to people, and then walk out the door without ever asking about their interest level! These IBOs expect that people are going to ask them to get registered in the business, buy some training materials, and schedule their first home meeting. Dream on.