Hot Button

Written By Jeffrey Gitomer
@GITOMER

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at gitomer.me.

Here are some insights that lead to uncovering the hot button:

1. The reason you look and listen for first responses is that they come from the subconscious rather than the conscious part of the mind. What is “hot” is usually deep rooted.
2. Write everything down. Somehow writing inspires the prospect or customer to elaborate a point or stress its importance. It also helps you remember and understand. And somehow, whenever I write, I get an AHA! (that moment when you find the answer).
3. A story about an ungrateful employee who left and spoke poorly of the company is insight that the person has a “loyalty” hot button. An immediate reaction about wasting or misspending money indicates, “perceived low cost” or “deal” is a hot button. Now build value and you will be able to get the order without a price sacrifice.