Hot Buttons Everybody Has One

The Thing You Love The Most

If you had the entire day off, paid and you could do anything what would you do? You know for fun, just for you?

On today’s show discover:

  • … that everyone has a hot button;
  • … why finding your customer’s hot button is so important;
  • …and how connecting with the emotional reason they want your product can make the entire sales process much easier!

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How Your Customer’s Imagination Helps You Sell More

The Test Drive

thoughtful imaginationIf you’ve ever purchased a new car you know how important the test drive is. You need to know how the vehicle performs but something even more powerful happens during your time behind the wheel, your imagination starts working. While you’re driving you start to imagine what it would be like to:

  • drive this car to work;
  • go out to dinner in this car;
  • pull up at your best friend’s house in this car;
  • and even take a road trip in this car.

As a salesperson, you know the “test drive” is an important part of the sales process but how do you let your customer “test drive” when you’re selling over the phone?

It’s all about “painting a picture” and helping your customer imagine what it will be like to enjoy the benefits of your product. The imagination is powerful because it gets to the emotional part of the buying process. It’s not just about the features or benefits any more, it’s about the impact on their life!

The Power of Your Imagination

john-lennon-imagineWhen John Lennon wanted to sell the idea of peace on earth and an end to war he asked us to “imagine”. “Imagine all the people, sharing all the world”. It’s an idea you can see, experience and buy into.

Even the most popular TV shows of all time like Seinfeld relied on the power of your imagination to sell you on tuning in every week. Every Seinfeld episode was another funny situation you could imagine being a part of.

In fact, Seinfeld is such a good example Hubspot recently did an entire article about the show’s connection to what we do in sales:

The connection to sales is that we have a much greater chance of getting someone to take action when they place themselves in a situation where they see and feel a problem or pain. And when they do this, they are much more likely to be receptive to our description of the situation they’d ideally want.”  – Curated from

Spark Your Customer’s Imagination

When you verbally take your customer on a test drive, put them in the picture using what you learned during the “Listen to Needs” portion of your conversation. Help them re-live how their life is now and the problems they’re facing. Then ask them to “imagine…” as you describe the life they want and the success they’ll get using your product.


The imagination is a powerful thing and something we all use as part of the buying process. Help put your customer in the picture and take them for a “test drive”. When they begin to imagine the life they want and see how your product fits in your chances of closing the sale go way up, imagine that!

Features and Benefits

Using Benefits to Make the SAIL 😉

Discover how to link benefits to your product’s features so that your customer see the value. Watch the following short two minute training on features and benefits


Two Minute Training Series

If you don’t have much time and you want a little sales boost…check out 2 minute training!

Check back often for new topics or subscribe to KO Sales Coach on YouTube!

Selling The Dream

It’s Priceless

Successful salespeople know that selling a product is really more about selling what the product will do for someone. In order to build real value, it’s important to find out how your product or service can help your customer realize their “dream”.  When you can do that, price is no longer an object because for most people their “dream” is priceless.

You can build immeasurable value in your product by tailoring your presentation to the customer’s needs, wants and hot buttons so that you’re no longer selling just a product, you’re selling the dream!

The Path to the Dream

Before you can sell the dream you need to know what the dream is. There is a logical path you need to follow in order to determine what your customer really wants. What is it that is so important to them that you can’t place a price on it? Selling the dream requires you to know your customer’s hot buttons which you find out by asking

Selling the dream requires you to know your customer’s hot buttons which you find out by asking open-ended questions. For your customer to feel comfortable enough with you to answer these questions you need to establish trust and rapport. You build rapport by being a good active listener, conveying empathy and making a connection.

The Path is Simple

  • Make a Connection -> Convey Empathy and Listen Actively ->
  • to Build Trust and Rapport ->
  • Ask Open Ended Questions – > Uncover Needs and Hot Buttons ->
  • Sell the Dream

Make a Connection

In the post, You Had Me at Hello we reviewed how to make a solid connection with your customers. This connection, in conjunction with your empathy and supportive responses, will set the stage for you to find your customer’s hot buttons and understand what their “dream is”.

Empathic Listening

Empathic listening is active listening combined with empathy.

Empathy is – Understanding how someone feels…or walking a mile in their shoes.

Active Listening is – Making a conscious effort to really hear what your customer is saying. Listening for more than just their words.

Sometimes we confuse empathy and sympathy. Sympathy is when someone feels sorry for you or takes pity on you. (not something that most of us like). Empathy is understanding!

Here’s an example of empathic listening  “So you’re concerned that if you don’t do something about your weight now it may get worse and really impact your health.” In this example, we communicated empathy when we said that they are concerned. That’s their emotion about the situation. It’s how they are feeling. We also showed good active listening skills by paraphrasing back what they said.

Here’s how sympathy would sound. “I am so sorry that you are overweight and unhealthy.”   Not the same…..this sounds like you’re pitying the person. If someone said something like this to you it wouldn’t feel good would it? You wouldn’t feel like this person “gets you” or understands where you are coming from.

Open Ended Questions

Now that you’ve established rapport and made a connection you can engage the customer in conversation and use open-ended questions to uncover their needs and hot buttons. Before we talk about which questions we want to ask we should take a closer look at the difference between “NEEDS” and “HOT BUTTONS”

Needs are – The symptom that has resulted from the health concern the customer has. Most customers will live with their symptoms and some will even choose to live with them instead of spending money to resolve them.

  • A Headache is a symptom
  • Knee pain is a symptom
  • Trouble sleeping is a symptom

Hot Buttons – These are the “EMOTIONAL” reasons the customer wants to resolve their health problem. Most customers would pay ANY AMOUNT to realize their hot button. When asked they would say, to them, their hot button is priceless!

  • Spending quality time with your grand-kids
  • Having your independence back
  • Being able to dance with your wife again

As you might imagine, when you can show the customer how your product helps them achieve their hot-button the price becomes an insignificant factor. After all, they would pay anything!

When all you can do is show them how the product can help with their symptom many will just “live with it: instead of spending the money.

So what’s the plan?

Work HARD to get your customer’s hot button so you can help them see how the product will get them what they want.

**Stop Selling the Product and Start Selling the Dream!**