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Practice Management > Building Your Business

The Power of Hot Buttons

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Hot buttons are individual and personal motivators. Each person has specific motivators, and it is up to you to determine your customers’ hot buttons in each sales situation. You do this by asking thoughtful questions, listening carefully to the answers and properly positioning your offering.

Let’s say you are a landscaper and you are talking to a couple about landscaping their yard. They run a home-based business and want to ensure that the first impression their clients receive is positive. The husband also says his main concern is that the yard needs to be low-maintenance because neither he nor his wife have the time or desire to take care of the garden.

When you present your proposal, you offer them a weekly maintenance package, stressing how worry-free this will make the homeowners’ lives. Reinforce the fact that the garden will look great at all times and will impress their clients. Tell them how easy it will make their lives because they will not have to spend their valuable time in the garden. Instead, they will be able to focus on tasks and activities that are more appealing to them.

You can use the same concept to sell your product or service.

Each buyer, purchaser or decision maker has certain hot buttons related to each individual sale. One of the ways to uncover these hot buttons is to ask: “What are some of the most important issues for you regarding this purchase?”

When you discover the important issues, follow up by asking “Why are those important to you?” This will help you determine the prospect’s true buying motivators. And when you position your solution in terms that address those key issues, you tap into the very powerful emotional aspect of the buying decision—a winning approach

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Kelley Robertson helps sales professionals master their sales conversations so they can win more business at higher profits. Get a free copy of “100 Ways to Increase Your Sales” and “Sales Blunders That Cost You Money” at


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