What is a Hot Button in Sales?

We mentioned hot buttons while reviewing features and benefits. So what are hot button items? These are the items that are incredibly important to your customer. It might be a problem they are struggling about and vocalize it. Perhaps it is a need they have and they are searching for something to fill this need. It might even be an interest or passion they offer you that you can build on in the process. As they open the door ask open ended questions and prove you are listening. Make sure you focus on the stuff that’s important to them and draw them in a direction you need them to go.

Here’s the thing. When you ask the same questions to everyone, you get the same answers. While they vary slightly, they don’t get to the root of the issue. Everyone has something that is important to them. At the highest level, we call these their values and in a moral sense they are good. In a business sense, they shift things. When you talk about values in sales, you are looking at the criteria for buying like a need for security or a need for more freedom in a company.

Criteria is also important. To get this, you need to direct questions that focus on that. These are questions like, “What is important in your work?” They may have a need to make millions, help other people, or to be recognized for the job they are doing. If you were to ask them, “What is important in your life?” The answers will change because the context has changed.

That is something to stress. Hot buttons are dependent on the context of the communication. When you sell, you need to focus on areas of that context. If you’re selling to a person it needs to focus on this criteria and context with the hot button issues important to them in that realm. This is done with reflective listening where you pick out important keywords and elements from what they are saying. You then incorporate these items when you are moving the individual through the buying process.

So in a case where you are selling a new home to a buyer, you listen first. They mention they want a home in a safe and secure neighborhood. You then find a home in a good neighborhood where you can add the safety and mention why it is safe. Then mention it is also a secure area and touch on that. You play to these emotions and the house is sold.

What you need to remember is that your questions should bring in the answers you get and offer value. You want to maximize communication without it. Don’t ask questions like, “Do you like the color?” ask someone “What physical attributes are the most appealing to you.”

Not only do you have someone mention they want a specific color but they might also tell you they want a product that is easy to carry and need it to offer specific features and benefits. This information helps you to minimize the risk of mismatching them with a product, while improving sales. After all, the selling tips, tricks and techniques that worked a century ago won’t work in today’s world. If you want to develop your selling skills and boost your effectiveness, it is important to keep all this in mind.

Gregg Swanson is a sales performance consultant and business coach and has authored several books and numerous articles on peak performance and creator of “Sales Strong.” Gregg specializes helping sales professionals develop mental strength for optimum sales performance. You can pick-up your complementary report, “The Most Critical Step in Sales” by going HERE. Also, pick up a copy of “The 6 Essential Factors For Business Growth” by going HERE