Convince / sell with the SPECIES model Tutorial

Unlock the secrets to effective persuasion with 'Convince / Sell with the Species Model.' Dive into Aristotle's timeless advice on leveraging your audience's core motivations of Security, Pride, Economy, Comfort, Innovation, Environment, and Sympathy. Discover how understanding these drivers can enhance your sales strategy and create lasting relationships. Get ready to transform your approach in this insightful video focused on agility and change!

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if you want to convince someone,

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use their own arguments.

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Listening to your interlocutor,

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listening to your customer,

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it will allow you to better understand what they attach importance to,

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what motivates them.

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Species is an acronym for our main motivational drivers.

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S for security,

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P for pride,

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E for economy,

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C for comfort,

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I for innovation,

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E for environment,

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and S for sympathy.

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If you are looking for comfortable trousers,

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comfort

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that have been designed while respecting the environment,

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environment.

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You will not buy the same trousers as if you

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are primarily looking for trendy innovation and inexpensive economy.

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Each individual has their purchasing motivations

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according to their value system,

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so the more your product,

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idea,

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or project

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fills the motivators of the individual in front of you,

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the more you will convince them.

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Before exploring the seven letters of species,

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I will recall two things one,

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To know the motivation of your interlocutor,

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you need first to listen to them

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and to question them intelligently.

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2,

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each salesperson and speaker is responsible for their ethics.

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When you value the safety or the comfort or

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the unbeatable price of your project or product,

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are you genuine?

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Convincing with lies or exaggeration is manipulation.

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It can only work in the short term.

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In the long term,

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this does not benefit any of the players involved.

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Now,

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let's decipher the species model.

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S for security.

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Does this project,

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this product,

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preserve my safety?

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The interlocutor with the security profile seeks to minimize the risks.

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They will trust certain brands or certain sellers.

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Reassuring them will be essential.

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How to reassure them.

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By promoting proof,

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labels,

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references,

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durability after sale service,

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guarantee them that everything will be fine

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when faced with someone for whom the safety criterion is essential,

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suggests several scenarios,

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even a plan B for a project.

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Tell them that they can take a sabbatical to start a business

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which guarantees them to get back their job at their

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former company in case their business does not start.

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Show them customer reviews and positive references on your website.

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Enhance the handling and braking system of a car.

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Security is one of the basic human needs.

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Many people who do not have strong internal security and confidence will need

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the salesperson or speaker to guarantee them

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maximum security for each purchased product,

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each undertaken project.

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To get them to take action to trigger the purchase,

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they will need to be reassured.

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How to convince with the species model P for pride.

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The term is a bit excessive.

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We could replace it with self-esteem.

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Everything that allows us to feel recognized,

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everything that contributes to our identity and radiance in society.

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This profile needs to be valued by the speaker or salesperson facing them.

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They need to feel important,

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considered,

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VIP.

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They are often sensitive to flattery.

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They will buy a product for aesthetics for the high price.

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They will give importance to the brand

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and to the social gaze that any action or product can give them.

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Some profiles which need to be valued will choose quality.

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Others will make sure to follow the trend of fashion.

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To follow the fashionable journalist or artist to buy the trendy clothes,

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words like notoriety,

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luxury,

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VIP,

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premium,

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rarity,

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high-end design will spark their listening.

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For these profiles,

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it is important to let people know

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that they may.

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the right purchases that they listen to the right radio program,

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that they read the right book,

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that they wear the right band of shoes,

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that they drive in a Mercedes.

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The car is often an important element for these profiles because it is a showcase

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that everyone can see.

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How to convince with the species model.

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E for economy.

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Economy is a constant decision factor in purchasing decisions.

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Online shoppers say that their primary interest in buying on the internet

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is the price advantage.

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They often have the opportunity to use price comparison for air flights,

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for technology,

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to choose the best insurance,

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or they will choose Amazon type purchasing centers to insure the best price.

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However,

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the economy criterion must be put into perspective.

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Only 36% of online shoppers systematically take price into account

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in their purchasing decision.

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Money can therefore motivate or hinder

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the purchase.

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Are you one of those who buy more easily because this is a unique opportunity,

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a good deal,

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because there is an exceptional promotion,

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because at the end of the negotiation you obtained a discount of 5%,

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or are you one of those who are suspicious when it's not

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expensive and will choose the service or product at an average price?

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Would you even choose the most expensive product because you

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think that this more expensive product is of better quality?

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Do you first choose a job based on salary?

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Are you ready to increase your employee's

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salary above average to boost their motivation?

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The relationship with money is not easy.

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Some people really want the cheapest product

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because their financial capacities are limited.

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Others absolutely want to get the best rate

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so they don't feel like they're being fooled.

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And you?

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Most buyers are actually looking for the best value for money purchase.

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A good salesperson will know how to make their prospect understand

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that they are not incurring an expense but making an investment.

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The seller will know how to show them all the

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benefits of the service or product they are selling.

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They will be able to honestly justify the

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price differential according to these differentiating benefits.

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You will get the attention of the profiler sensitive

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to the economy criterion using words like promotion,

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good deal,

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opportunity,

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competitive,

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economy,

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placement,

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return on investment,

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long term profitability,

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value for money.

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Note that in a few seconds your computer will soon be able to compare

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all the products and services.

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You won't have to do long comparative research anymore

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at equal quality.

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It will help you find on the web the one that offers the best price.

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Many overpriced brands will certainly disappear.

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How to convince with the species model?

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C for comfort.

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Profiles sensitive to comfort can be on different areas,

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physical and psychological.

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If this is important to you,

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you'll be willing to sacrifice the aesthetics of clothes

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to feel comfortable in your trousers or shoes.

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You will follow vendors and speakers who provide

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you with this physical and psychological comfort.

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You will love any idea,

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service,

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or product that will minimize stress in your life.

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When a company promotes quality of life at work or hires a chief happiness officer,

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it is riding the wave of comfort,

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a simplified computer platform so that you have as little hassle as

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possible with your computer installation and the use of your application.

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Robots and machines that make your life easier.

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Home robots that will do the work for you with easy to use instructions.

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Production and service companies understand that

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in today's stressful and hectic environment,

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it is essential to relieve stress and save time.

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Saving time is in fact the second most important motivation

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for the buyer who chooses to order online.

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Less effort,

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less stress,

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more time.

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This is what the comfort profiles are looking for.

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They will be willing to pay the price for it.

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They are looking for simplicity,

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tranquility,

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and well-being.

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They listen to the speakers who sell them a simpler and happier life.

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They read the books on meditation,

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buy the comfort pack with after sales service included,

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dream of living far from the city.

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They want to be in contact with salespeople who will

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make them feel good by their simplicity and clarity.

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Facilitate their purchasing experience.

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Tell them calmly that your product is easy to use.

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Use words such as well-being,

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pleasant,

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saving time,

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assistance,

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responsiveness,

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availability,

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and you will get them to listen.

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How to convince with the species model?

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I as innovation.

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Innovation is often associated with pride.

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Of course,

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both can flatter the ego and fuel self-esteem.

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The innovation profile is usually curious.

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They have a taste for novelty,

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for modernism,

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for the unknown.

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They like to discover,

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change,

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renew themselves.

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Some people buy the latest iPhone for the pride,

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others to taste change.

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Those will discover what the version brings more.

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They will test everything.

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For them,

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the best is yet to come.

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Each new version of a product attracts them.

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They are often keen on new technology,

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but that could also be the latest TV series or the latest energy therapy.

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You tell them about an innovative product,

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about an innovative stream of thought,

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and their curiosity is heightened.

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The answer comes from the future and not from the past.

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It will bring renewal,

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new blood.

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It will help get out of the routine for a while until a new craze takes over.

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They don't follow fashion like the proud.

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They build it.

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Tell them about the electric car,

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about innovation,

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about change,

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test version or version 3.0,

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about originality.

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Tell them they are pioneers at the forefront of change,

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and you will have their full listening.

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How to convince with the species model E for environment.

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This is a new criterion that can tip the purchase.

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It is based on values around ecology,

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protection of the planet,

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respect for humans,

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sustainable development,

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fair trade,

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proximity,

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protection of small businesses,

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protection of privacy,

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ethics.

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The labels are multiplying to reassure customers and consumers on these criteria.

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Buy local and organic.

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Make sure that the product has not been made by children.

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Avoid strengthening the monogamy of Gatham,

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Google,

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Amazon,

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Facebook,

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Apple and Microsoft,

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or Natu,

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Netflix,

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Airbnb,

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Tesla,

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and.

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Uber Companies align with ISO standards which scrutinize companies for quality,

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environment,

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materials,

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products,

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management,

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HR,

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and even analyze the suppliers and customers they work with.

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Being aligned with the latest ISO standards enhances them in the eyes of customers.

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E for environment.

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Some young people will select their company based on these criteria.

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Does the company respect the environment?

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Does it have the ISO label?

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What about CSR corporate social responsibility?

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Does the company invest in noble causes?

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How to convince with the species model?

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S for sympathy.

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With the environmental aspect that we have seen before,

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this is a criterion that can make the difference

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when our computer makes its list of proposed purchases.

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Sympathy is a secondary motivation,

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but it can tip buying.

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The emotional,

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the relational can change the buying criteria.

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We buy an apartment on a whim.

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We buy a craft object because the artist passionately showed us how he or she made it.

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We buy a flower dress in sunny Caribbean islands,

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a dress that we will never put back on.

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We buy beauty products from the institute where we just had a massage.

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The positive emotion aroused by the product,

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the seller or brand,

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removes barriers to buying sometimes against pure logic.

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The attitude of the salesperson or speaker is therefore essential.

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It can either add oil to the cogs of conviction or make them creak.

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Conveying a smile,

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politeness,

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humor,

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listening,

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free advice can build a relationship of trust that

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can go as far as a form of friendship.

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We want to spend time with those who make us feel emotionally good.

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We want to talk to them and listen to them.

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The younger generations say they are very sensitive to the work environment.

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They will favor a company where relationships are positive,

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where they can have fun working together.

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