I Don't Trust My Coffee Machine

I just bought a Keurig. You’ve probably seen them. It’s one of those coffee machines that brews one cup of coffee at a time. They’re all the rage. It came with a water filter to ensure that my water was pure. That was nice of them but as I was reading the water filter instructions, my opinion of the Keurig company began to change.

The instructions warned me to replace the filter EVERY 2 months. It also was very prescriptive as to where I could replace my filter. I could call just one company – guess who? You got it: Keurig. It even came with a little dial so I could set the replacement date. That is sooo sweet of them to provide such a clever way to remind me how to buy something from them on a regular basis.

Are you picking up the sarcasm? Good because I’m definitely skeptical of what’s going on here. But why? Why am I being sarcastic about this company who wants to make sure I get a clean cup of coffee? Why did I set the dial for 3 months instead of 2? When August rolls around, why will I probably roll the dice, get crazy, and risk not replacing the filter until September (#livingontheedge)?

Because people never trust your motive when you profit from your recommendation.

Of course I have to buy 6 filters a year – they want my money. Of course I have to buy them from Keurig – they want my money. That may not be true, but it’s what I assume to be true when at the backend of a recommendation, I am writing a check.

And it doesn’t have to be a financial profit. The profit can be an emotional payoff. It could be an increase in status, or the need to feel important. Regardless of the payoff, if you stand to benefit from what you recommend, people are skeptical. And this is reinforced every time we see a movie star talk about a new film or an author promote a new book or even when talking to someone about buying their used car or their house. Can you ever think of a time when the promoter said something to the effect…”It’s really not that great, I wouldn’t waste my time” – or at a minimum at least highlighted the positives and negatives?

Even though you’re trying to be honest, it’s very difficult to be unbiased when you’ve invested a huge chunk of time, money, etc. in what you are promoting. It’s very hard to honestly assess the flaws. Therefore, it’s critical to understand that anyone sitting on the other side of the table from your passionate proposal is filtering most everything you say. It’s why most of us ask for referrals. We want to get the scoop from people who don’t profit from a recommendation. It’s why I would much rather ask you about the quality of a movie or book than ask the author or the director.

How does understanding this principle affect our ability to sell?

Let’s go back to the Keurig example. What if they gave me a few other options for where to buy my filter? Or what if they communicated that I didn’t really have to change my filter but leaving an old filter in may change the way the coffee tastes? By communicating options that didn’t benefit their bank account, I would have immediately taken their filter recommendations much more seriously…and in all likelihood, I would still buy it from them. Why? Because when I feel like someone is representing my interest as well, I trust them. When I perceive someone is being honest, I trust them. I know that is a huge “duh!” but think about the politicians who really rub us the wrong way because they simply won’t be honest about the obvious.

We need to address the “motive elephant in the room.”

If you know your motive is likely being questioned, address it. Look for ways to demonstrate that your motive is pure.

If the question you are asking feels like a trap, tell them why it’s in their best interest to provide the information. “I know you may not feel comfortable with telling me your budget. It definitely makes sense for me to go first. But I have multiple different options for how we can work with you and just thought it could be more helpful if I knew the range you wanted to stay within.”

If your recommended solution is greater than their budget, address it but provide the cheaper option if available: “I know you had a goal of spending $20,000 to ____, and I do have a few options that will keep you within that budget – ones I think will work for you. I just wanted to walk you through a more comprehensive solution. It does cost quite a bit more but I think you may see the value of spending another $10k.”

Both these options work because you addressed the “motive elephant” versus just charging ahead with your question or recommendation. The bottom line is if you stay tuned into this principle you will 1) do a better job of building trust throughout the sales process, or 2) at a minimum, you will realize you have a self-centered agenda and have the opportunity to change your approach.

So, the next time you hear someone touting a project on TV or see a politician interviewed, ask yourself, “Do I believe them.” What could they say that would cause me to trust them?” You will see that the same approach will be very helpful in sales and give you a distinct advantage over 95% of the sales reps that sound just like everyone else on TV.