The Power of Why: Understanding Your Customer's True Motivation
In my work, I like to always understand the back story, the pain points, the motivations, before proposing any solutions. In candor, it is my belief that understanding and having compassion for the people you are called to support is a foundational component of your business model, content strategy, sales strategy, marketing strategy and customer service practices.
If you want to be successful in business, it's important to understand what motivates your customers. In this blog post, I will discuss buyer needs, buyer behavior and buyer motivations.
There are three primary types of needs that drive customer behavior: intrinsic needs, altruistic needs, and selfish needs.
Intrinsic needs are those that are driven by a personal desire to do something good or right, such as the need to feel competent or the need to feel like we're making a difference.
Altruistic needs are those that are driven by a desire to help others, such as the need for social approval or the need for affiliation.
Selfish needs are those that are driven by a desire for personal gain, such as the need for money, power or fame..
In addition to these three primary types of motivations, there are also two secondary types of motivations that can influence customer behavior: emotional buying and rational buying.
Emotional buying is driven by our emotions, such as the need for love or the need for approval.
Rational buying is driven by our reason, such as the need to save money or the need to get a good deal.
Understanding your customer's true motivation is essential to success in business. When you know what drives your customers, you can tap into that power and use it to better serve your clientele.
There are 4 ways to figure out what motivates your customers.
THE ART OF INQUIRY
One way is to simply ask them directly.
If you’re struggling to put in words why your product or service is an ideal solution for your ideal client, try asking why, five times. The 5 Why’s Exercise was developed by Toyota to help uncover the root cause of a problem by asking "why" five times.
This same principle can be applied to understanding customer motivation. Simply ask your customers why they made their purchase, and then keep asking why until you get to the root of their true motivation.
It goes a little something like this.
Goal: To move clients from an individual coaching program to a group experience that includes private 1:1 sessions
Why did you initially begin individual coaching? Because I enjoy business model design, and troubleshooting what prevents business growth and expansion.
Why is your current individual coaching model not working? Because I've noticed that all of my clients pretty much have the same problem, even those from different industries. I'd like to provide them with additional support in the form of community and a business library.
Why would a person who wants an individual, customized solution, thrive in a group, shared experience? Because they would still receive the same customized solutions from me, with additional resources and community support. Additionally, they can network and collaborate with like-minded people AND I will still deliver private coaching sessions, just fewer of them.
Why would an individual coaching client shy away from your group coaching program? Because they have not yet experienced the joy of being around like-minded people, with a common goal to leave a positive legacy in the communities in which they live, work, and serve. They have not yet experienced what it feels like to be seen, acknowledged, supported and celebrated.
Why do people think that group coaching is a waste of their time? Because they do not realize that their business and/or business practices do not exist in a vacumn. They will still receive private 1:1 sessions, accountability, support and the tools for growth and expansion. As a result, they will discover that together, we are stronger.
Why would clients who are on board with your group coaching program resist? Because there is a fear of the unknown, and they don't understand that personal transformation occurs when you get out of your comfort zone. Working with me individually and collectively is an opportunity to grow themselves and their businesses.
The aforementioned five questions helped me to get to the root of how to communicate the value proposition of my group coaching program. This 5 Why technique can do the same for you. As a result, not only will you come up with a solution but you walk way with an understanding of the hopes, dreams, aspirations and desires of your customers more.
To recap, ask 5 why questions to help you find your customers' true motivation. Start with "Why do I want this?" and keep asking 'why?' until they can't answer any more (or it doesn't make sense anymore).
Another example:
Why did you enroll in the $25,000 mastermind? Because I want to figure out how to build a successful business. I 've tried to do everything by myself and it is not working. I need to hire a couple of employees.
Why? The stress of not being able to pay my bills on time every month is stressing me out. I'm exhausted and nearing burnout. I need to figure this out or I have to close my business.
Why? People need the solution I provide and I want to help them.
Why? I can better serve my clients when I'm not stressed out.
Why? Because I want to be able to afford a better lifestyle for myself and my family.
There you have it! The customer's true motivation is not simply to make more money, but to improve their lifestyle. This understanding can help you tailor your products and services to better meet their needs.
THE ART OF OBSERVATION
Another way to uncover customer motivation is to observe their behavior. Look at what they do, not just what they say. Often, our actions reveal our true motivations, even if we're not consciously aware of them.
For example, someone who enrolls in a $25,000 mastermind might say that they're motivated by the desire to make more money. But if you observe their behavior, you might notice that they're actually motivated by the desire to improve their lifestyle.
This is because the actions they take - enrolling in a $25,000 mastermind - are not consistent with someone who is primarily motivated by making more money. Someone who is motivated by making more money would be more likely to invest in a lower-priced program or product.
Look at the results they achieve. What did they accomplish by taking the action they did? This can help you understand what they were hoping to achieve with their purchase.
For example, someone who buys a business coaching program might say that their goal is to make more money. But if you look at the results they achieved, you might notice that their goal was actually to improve their lifestyle.
This is because the business coaching program helped them increase their income, but it also helped them reduce their stress levels and improve their work/life balance.
When you understand what motivates your customers, you can create a marketing strategy that speaks to those motivations. You can also create products and services that better meet their needs. And when you do this, you're more likely to see success in your business.
THE ART OF ENGAGEMENT
You can also use surveys and customer feedback to get to the heart of what motivates your customers. Ask them what they want and need, and then listen to their answers.
THE ART OF VISION
Finally, you can look at industry trends to see what's driving customer behavior in your sector. For example, the rise of environmental consciousness may be motivating people to buy more eco-friendly products.
When you understand what motivates your customers, you can create marketing messages and strategies that speak directly to their needs. You can also develop products and services that address their deepest desires. So take some time to understand the power of why, and you'll be well on your way to success.
Have you seen this video by Simon Sinek? What’s Your Why?
