A. Experience Pleasure......................................Avoid Pain bright future sick of the way things are feel great stop getting hurt move toward away from make new friends stop being lonely obtain get rid of
Decades of scientific research clearly show that people are more motivated by pain than by pleasure, generally be a factor of two.
But in 2020 we learned that SOME of the contexts where pain and pleasure are relevant to decision, the fact is not 2 or even 2.5:1 as we estimate for 20 years. Sometimes pain is no more powerful than pleasure. For the moment however let’s not underestimate PAIN.
What this means is that you not only will paint a picture of a vivid wonderful future for your customer but you must also find their current wounds (pain) and heal them. In fact, this one Mind Access Point drives over a hundred other Mind Access Points the foundational string is that most people will do almost anything to avoid significant pain.
You might be thinking, “C’mon Kev, gotta be EVERYONE.” And we discovered that wasn’t true. Millions cut themselves. The term we use is “masochists.” Or get tatoos which people know will last a lifetime including the memory of the pain of the process. Pain SOMETIMES is the REASON people do things.
Don’t judge a person when they pursue intentional pain, understand that it is NORMAL for SOME people to walk this path.
IN GENERAL, most people (80% depending on context) are motivated to move toward pleasure and away from pain. Of the two drivers, most people are programmed to move away from pain more than moving toward pleasure. Most.
When your customer was a child he was regularly threatened with pain (a spanking, a slap in the face, loss of privileges) when he behaved in a bad way. This developed very thick and powerful Mind Access Points which many other Mind Access strings are attached to. A smaller number of your customer’s parents regularly motivated them as children by offering rewards for good behavior. Most parents use threats of punishment in order to gain compliance. Your customer continues to want to do anything he can to avoid pain. If that means complying with you, that is what he will do.
Network marketing companies have built empires by pulling the Mind Access Points of those with an entrepreneurial spirit and focusing on the pleasure end of the pain pleasure metaprogram. They help their distributors build dreams and create vivid and lush futures. They move their distributors toward pleasure, as a rule of thumb. Pleasure can MOVE a person.
In contrast, hundreds of the world’s largest corporations have built their fortunes by pulling the Mind Access Points of the populace on the pain side of the pain/pleasure metaprogram. History and scientific research has shown that people are very averse to pain. As mentioned above, most people will do far more to avoid pain than experience pleasure. The experience of pain is the driving force of billions of dollars in the advertising industry. How many of these slogans and commercial themes sound familiar to you?
"Aren't you hungry for Burger King, now?" "Do you suffer from headache pain?" "Do you feel achy?" "Can't sleep at night?"
When you are talking with your client, your job, in part, is to show how your product or service will create great pleasure if they buy from you and also act as a way to avoid pain. If they fail to hire you, you show them how their wound will grow and create pain for them in the future. If they hire you, you will help them heal their wound.
If you have elicited your client’s metaprograms then you can focus on the context specific information you have elicited instead of relying on the general rules we have discussed here. In marketing we must rely on the norms. In the direct sales situation we have a marked advantage of knowing exactly what motivates each specific client.
One effective language pattern that helps the client experience the pain of not working with you, is for you to say a variation of the wound opening, “If you don’t do this now, then won’t things simply get worse?”
The more the customer fears and moves away from pain, the more likely she is to act now. It is part of your job to paint a picture of the consequences of failing to hire you. Experiencing pain must be more than an idea, it must be real to the customer.
To take it to an extreme, “What is the danger of not being helped by Kevin?”
Danger is a BIG word.
But think of the danger of terrorists as you get to the airport.
OK forget it. We haven’t seen them in the U.S. in 20 years. But those were the strategies governments used to keep track of every person that moves beyond his hometown on the planet.
If you fail to sell our customer the services that they need, then they still associate too much pain to change and you have not done your job. No amount of “closing techniques” will get a person to change their point of view or buy a product if they are still unconvinced. You must help the person see the obvious and clear benefits, emotional and logical to accepting your products and services.
Your job is often to paint the status quo as miserable. And for most people on the planet it IS.
Most people have a fear of change. It is pre-programmed within them. Therefore, when painting the status quo, it must hurt to experience it. You must bring out the pain of not changing and make it vivid. Someone who associates no drawbacks or very little pain in the status quo will not accept your proposal. They will say, “no.”
The more someone moves away from pain and experiences fear, the more likely they are to act on a decision, now.
This Exercise Is Worth $100,000, Do It Now.
Use the space below to write down 20 painful futures that your customers could experience if they don’t own your product or use your service. Then write down 20 bright futures that your customers will experience if they do use your product or service. The next time you meet with a client you will have a vast array of futures to offer your customer. It is the quality of the images that you help your customer see that will make you thousands of dollars per year in additional sales.
Here’s a secret: If you don’t do this, you are among the vast majority of other people who have no chance to accomplish anything because we live in a society where effort is undesirable. Fascinating?
Next up is the COST METAPROGRAM Turn the page to find out…