Leveraging Emotional Triggers to Make a Sale

Some time ago we interviewed agents who have been successful working referrals from our service and compiled their suggestions and insights into a brochure we call the "Learn and Earn." We then send that brochure to new agents who begin working with Real Estate Pipeline in hopes that it helps them find a higher level of success with our service.

This is my third posting of information taken from that brochure. My thought in posting it here is that much of that information may be of service to all agents, regardless of how they first make contact with a potential client. Following is discussion on the emotional "triggers" people that can prompt a person to make the decision to buy.

THERE ARE SEVEN emotional triggers people use when making a decision. Successful sales people know how to leverage those triggers.

• The Friendship Trigger activates trust and agreement through bonding on a social level. Essentially, this is the trigger you use on your friends, family and close acquaintances.
• The Authority Trigger activates acceptance through expertise. An example: The list of multiple designations behind an agent's name that indicate particular training or expertise.
• The Consistency Trigger is leveraged every time you follow up with a lead or schedule appointments (and keep them!) with potential customers.
• The Reciprocity Trigger is based on the idea that you use the services and businesses that your clients own or work at and they will do the same for you. This is also the "you scratch my back, I'll scratch yours" trigger.
• The Contrast Trigger is used any time you do a side-by-side comparison of options to show that one is more attractive than the other.
• The Reason Why Trigger invokes emotional reasons to make decisions. This trigger is based on "thinking with your heart" and not your head.
• The Hope Trigger instills positive expectations by helping your client to "see the bright side," as it were.

 Whether you know it or not, the chances are good you use more than one of the above triggers with your potential or current clients. Know these triggers, make them your friends and get those deals done.