M is for Motivated


When your sales pitch is off, your projections are skewered, and nothing is adding up, a quick fix to your strategy is a must to save your deals and secure your income. How can you reverse your losing ways and get back on track? Grab some tasty M&Ms, eat the whole bag, reach for your briefcase, and head to the office. That’s one way.

If that won’t work because you’re unwilling to risk passing out from the sugar high, take a moment to consider the other M&Ms to sweeten your marketing and improve your numbers.

Monroe’s Motivated Sequence is a great technique that can revive a sagging sales cycle. It will take your customers from attention to action, from being somewhat interested in your product or service to enthusiastically clicking the “buy” button.  Unlike a temporary chemical fix, this popular persuasive strategy should become a permanent part of your portfolio.

In the 1930’s Purdue University Professor Alan Monroe developed the powerful organizational strategy that is based in psychology and logic. Professionals in various industries and disciplines like sales, advertising, law and politics use MMS to persuade and influence. Why? Because it works!  It’s the go-to device writers and speakers use to alter behaviors, adjust values, change minds, and move people to act.

Monroe’s Motivated Sequence has five steps to be taken in deliberate order. Savvy salespeople can partner with MMS during face to face or electronic meetings, modifying each step’s content to meet the customer’s preferences and priorities. Here are the steps and how to use them.

The Attention Step: Choose from a variety of ice-breakers to get your customer’s attention. Pose a question, tell a story, mention a relevant statistic or share a visual aid that is catchy, vibrant and clear. Make sure your customer is engaged and that you share good eye contact before moving on. Whatever you do, don’t skip this step! Without your customer’s full attention, the appointment is doomed.

The Need Step: As soon as your client is attentive, you’re ready for the next step where you’ll explain how much the client needs your product.  Share testimonies from other clients (their competition perhaps?) to help explain how and why your product or service is superior and can be a problem solver.

Generate interest and a sense of urgency by mentioning limited time offers, discounts or seasonal specials available now. Consider incorporating slides or power point presentations if the client’s location and logistics support them. Before you leave this step, you’ll want the customer invested in your ideas and psychologically primed to hear how you can fill their needs or fix whatever issues you mentioned earlier.

The Satisfaction Step: Now that the customer understands the need your product, use this step to solve and satisfy that need. Draw a connection (bring a white board and pen!) between their need for your product and the many ways your product will affect their bottom line. Visual aids are perfect at this step, especially if they were used during the need step. Be clear, crisp, and to the point so the customer can visualize his business flourishing with your outstanding offer and service.

The Visualization Step: You’ve gotten their attention, outlined the problem, and offered a solution. Now help your clients see into the future. Describe what their business and bottom line will be like after they accept your proposal. This step has three approaches to choose from: the positive approach, the negative approach, and the compare/contrast approach.

The positive approach tells the customer how they’ll prosper after investing with you. The negative warns of the adverse and unpleasant consequences of not choosing your product or service, and the compare/contrast approach is a juxtaposition of the positive and negative where you describe both outcomes in a rhetorical question type format.

The visualization step is a powerful one. When you’ve done a good job, your client should be teetering on the edge of their seat ready to act, and commit to your proposal.

The Action Step: After explaining how buying or not buying from you will affect their business and bottom line, invite your customer to act now! This final step is your last chance to make a difference since it is your call to action. Have the paperwork ready. Be prepared with everything the client needs to make a decision. Reach out with steady eye contact, confident body language and a passionate, but crisp final appeal.

Since there’s no such thing as a one size fits all secret to sales success, using a logical sequence like Monroe’s makes more sense. It’s a healthy alternative to those decadent candies that are only good for a quick rush. Follow the steps, and let Monroe’s Motivated Sequence take your sales from sluggish to stellar. Save those sweet chocolate treats for the ride home.

What is your experience with Monroe’s logical sequence? Have you ever used it? Perhaps you have your own that works for you – leave a comment and share your experience with us!

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