The 5 Chemicals Inside Your Clients & How to Manage Them
If you get a chance, read at least the first section of Simon Sinek’s book ‘Leaders Eat Last’. He’s essentially talking about work culture and how to create it.
However, his analysis of the 5 chemicals inside our bodies also lends itself well to understanding how our clients think and behave.
Here are my thoughts.
Your client’s moods and actions are managed by 5 chemicals that we all have flowing around our bodies.
If you understand what they are, what they do and how they will make your client feel and act, you can provide a better experience and deliver a better outcome to your clients as well as relieving yourself of a lot of needless frustration.
Let’s talk about them. The first two are ‘action’ chemicals. They drive us to achieve goals, go after results and make a difference.
Your clients and you will activate the release of this chemical when one of two things happen. We exercise, or when we laugh.
It’s not likely that you will be exercising with your clients unless you go walking the fence line of an acreage or farm. But it’s highly possible you will be involved in situations where laughter is possible.
Look for opportunities to add lightness to your conversations. Smile a lot and your client will smile back. You don’t have to be a comedian, but don’t be afraid to make fun of yourself a little bit. It will keep the conversation light and help your clients warm to you.
Studies show that we all feel better after a good laugh. Showing homes should never be confrontational. It should be a fun journey of discovery.
Is released when we find something good, or when we are satisfied with a result. Encourage the release of this chemical in your clients by asking them to appreciate something they like about the house you are showing them. It will occur naturally if they come into a house for the first time and get that ‘special feeling’. I call it the rule of the first 5 seconds.
You can learn more about it by reading this blog Rule of the First 5 Seconds.
Your clients will feel this rush when their offer to purchase is accepted and of course on the day they move into their new home.
Is something we receive when we feel that others like us and approve of us. It’s the chemical that is released when we win an award or receive recognition. It makes us feel special and its released more often when that recognition is given in front of others. And the ‘others’ also enjoy this chemical release when they see the person being recognized basking in their attention. It’s mutual. How can you create these bonding moments? Provide excellent client service and make your client feel like ‘number one’ in the moment. Recognize milestones along the way. A nice handwritten note after a warm conversation on the phone, a nice closing gift, or perhaps a bottle of wine when your clients move in.
This is the chemical that’s released when there is a deep friendship and trust. It’s the feeling we get when we are in the company of our closest family or trusted people. How can you encourage this release in your clients? Be open. Be honest. Be vulnerable. When you meet a potential client for the first time, don’t rush into a selling dialogue. Oxytocin builds over time and is long lasting. Take the time to get to know your clients. Build a relationship. Ask lots of questions about them, their lives and their families. Your discussion can be more than a discussion about real estate.
This is the ‘danger chemical’. In nature it’s intended to keep us safe. When we become aware of a threat, cortisol is released into our bodies. And when this happens other things happen. For example, the release of the ‘trust chemical’ Oxytocin is stopped. If this situation continues for too long, our immune system stops working and we may become ill. The ‘circle of safety’ becomes weak, and your clients will stop trusting you.
What can you do about this?
For starters spend more time building trust. The next thing you should always aim for is complete transparency. Let your clients know what you are doing and why on their behalf all of the time. And finally, if your client relationship gets out of hand, just slow things down. When people feel too pushed, their internal alarm bells will start ringing and they will resist your efforts to take them forward.
Everyone likes to buy. No one likes to be sold!
As humans we are in essence tribal animals. Bring your clients into your ‘circle of safety’ and all will be well…
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