What is motivation, or How to sell to people with different dominant motivation

Some people, after reading the motivating article, crush the mountains, the second go back to the sofa. All because people have different dominant motivation. I'll tell you how to determine your type and learn how to understand buyers. The article is useful for a wide circle of readers, but especially for entrepreneurs.

In which part of the brain is motivation hidden

Motivation is more based on the expectation of reward. Whether it will be social (praise for good work) or physical (sneeze after you put a feather in your nose) is unimportant. With the help of reward the brain forms the target behavior through successive auxiliary processes:

  • Anticipation of remuneration ("If I sneeze, it will be tickling in the nose");
  • his connection with behavior ("We need to find a clean feather and stick it in the nose");
  • planning to get an award (“I’ve been carrying a feather in my nose for a minute, now I’m sneezing!”);
  • coding its meaning ("Apcha! I felt good!")
  • adjustment ("I did little, but I got a lot of pleasure. The reward is worth it. I will do it more often").

The reward system is a key component of the ventral tire region (VTA). More than half of the VTA neurons are dopamine (dopamine is a "pleasure molecule"). The task of neurons to get into the nucleus accumbens is the "main pleasure center". On the way to it, they pass through the mesolimbic and mesocortical system. The first includes the septum, amygdala and hippocampus - these areas of the brain are responsible for waiting for reward and coding. Mesocortical system - the connection between the paranasal, medial prefrontal and anterior cingulate cortex. She plans a reward: will his value meet expectations.

After the neurons pass through both systems and meet in the adjacent nucleus, you will probably squeak with delight at the next Tony Robbins training.

Motivation is internal and external. The biological formation of each type of motivation is the same. The same applies to the type of dominant motivation: you can strive for success or avoid failure, but the brain will form emotions without any changes to the “dopamine path”.

Test for determining the dominant motivation

Each person is endowed with a dominant type of motivation. They are two: the desire for success (the "K") and the desire to avoid failure (the "From"). Motivation changes with age or due to life circumstances. The age change comes from the motivation “K” to the motivation “From” and almost never - vice versa. We must pay tribute - some people have reached Zen and use both types of motivation in their lives. True, these - a minority.

We'll talk more about the types later, but for now take a test to determine your dominant motivation. Answer questions in monosyllables without thinking.

  1. Name the quality or characteristic that you would like to have in IDEAL.
  2. Name the quality or characteristic that you MUST possess.
  3. What is another IDEAL quality.
  4. Name another MANDATORY quality.
  5. Name another MANDATORY quality.
  6. What is another IDEAL quality.
  7. Name another MANDATORY quality.
  8. What is another IDEAL quality.

If you quickly answered the questions about ideal qualities, your dominant type of motivation is “K”, if you are obligatory - “From”. The lucky ones with equivalent types of motivation answered all questions without hesitation.

How people behave with different dominant motivation

I decided to tell about two specific people with different types of motivation. Meet me: I am the author of the article, and my husband is Sergey.

As far as I can remember, my motivation was always “From” - from failure. Characteristic features of the type:

  • the pursuit of maximum security;
  • it is better not to do something at all than to lose;
  • reducing to zero any risk.

As for the spouse, his motivation is “K”. His ideals:

  • try something, even if the risks are high;
  • positive thinking;
  • lack of backup plans - all decisions are formed along the way;
  • use every opportunity to move forward.

Recently we were in the mountains. Upon arrival, they began to share their impressions with their relatives. I told that Sergey was close to the cliffs; that I was afraid to go to the peak and turned back; that she decided not to ride serpentine at night to the detriment of time convenience. My motivation is to stay safe, despite the prospects.

The husband’s story was dazzled with other colors: if they reached the peak, they saw stunning views; if we left at night - in the morning we were in another country; would break on the road at night - included emergency gang, music and danced under the stars. In his world, everything is positive and focused on success - the danger and risks are not calculated, attention to them is minimal.

When we listen to other people's stories, I pay attention to practical details ("I ate scrambled eggs at the Romashka restaurant and poisoned myself", my husband - for emotional ones ("I liked the interior there!").

How to sell to people with different dominant motivation

The person begins to get acquainted with the desired product long before the purchase. People with motivation "K" read positive reviews, people with motivation "From" - negative. When I was working with reviews in the online store, I noticed a peculiarity: those who chose goods based on negative reviews refused to write positive after a positive experience. But with pleasure they added negative, if the experience failed. People with K motivation, as a rule, almost did not write negative reviews.

Marketers who argue that advertising needs specifics are partly right. But not really. Its necessity is due to the level of interpretation. A buyer with motivation “K” strives for high-level abstract interpretations - he needs to explain why he should buy something. Such a person wants to see the whole picture; in particular, he is least interested in it.

When in our family there was a question about buying a fur coat, the spouse said: "We will buy you a fur coat so that you do not freeze in the winter." The selection he took personally. Sergey was attracted to headlines like: "Warm mink coats for the coldest winters."

The situation is different with people who have “From” motivation. They need low-level or specific interpretations. For them, a step-by-step plan for committing an action, a result and no risk are suitable. So in the story with a fur coat I was interested in sentences like: "Mink coats that withstand frost -35 ° C for 99,999 rubles."

How to calculate the dominant motivation of a person

In a good way to conduct research: questioning, testing samples from the target audience, etc. However, there are household methods.

Take a closer look at the smartphones that customers use. If this is an IPhone, you are most likely a person with a K motivation. Such people tend to rely on sensations. They are easier to manipulate, critical thinking is often included after the fact. Why is the iphone a bright marker? Because Apple has made tremendous efforts to create a winning philosophy. Look at the slogans:

  • iPhone 3GS: The Fastest;
  • iPhone 5s: "Outpacing Thinking";
  • iPhone 5: "The best thing that has happened to the iPhone since the creation of the iPhone";
  • iPhone 6s / 6s Plus: "The only thing that has changed is everything."

No specifics, only high-level interpretation. Spouse - a fan of Apple products. While for me the slogans smack of madness.

It is easier to calculate the audience with the “From” motivation on a ready-made customer base. Most of the dissatisfied customers are motivated by “From”. This is due to the fact that they are skeptical of advertising and if they believe it, they expect that they will not lose from the purchase of goods. When the loss happens, they immediately express the "fi" and as much as possible protect relatives and friends from the goods. By this, people form a negative word of mouth.

I hope the information will help you to take a fresh look at yourself, your friends and acquaintances. Have a nice day!

Watch the video: DOMINATE. One Of The BEST Motivational Speeches EVER. Grant Cradone ᴴᴰ (October 2019).

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