You've probably heard that your job as a direct marketer is to find
a prospect's hot button, so you can push it and make the sale. You may
do it already, not just when you're marketing but in the course of daily
life. For example, when you want someone to do something they might
resist. When you want to get your teenage daughter to pick up her room,
or your husband to babysit while you're working, don't you bribe them
with something you know they'll like?
Some companies give their sales people the "FORM"approach
to help them find someone's hot button. It works like this: Strike up
a conversation about Family, Occupation, Recreation or Money (or Mission).
One of those areas of interest will contain their hot button, which
they will talk about in some detail, allowing you to weave that interest
into your pitch about your product or service. When you find their hot
button, you push it to make a sale.
One lady in class confessed: "I'm not enjoying meeting people
anymore. I feel like a piranha. I'm afraid they're seeing me as a barracuda
coming for them."
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