Joel de la Cruz (nicknamed “The Relationship Oracle”) is this lovely Relationship Coach who I am very privileged to have worked with and get to know on a Personal Level.
During 2013 we did this great Dual-Webinar where we combined the “Marketing Manager” inside of me with the “Soft Nice Emotional Filipino” inside of Joel. I talked hard intelligence and commercialism – and awesome Joel spoke to peoples emotions and how they think / feel.
Talking Sales & Marketing – especially in a small business context, we spoke about the 6-Core Needs, the Human Psyche and how it exactly relates to business and commercialism.
I enjoyed it thoroughly and please find here the video recording available for viewing. If you are a word person too, feel free to read the transcript.
And of course if you love what you see, feel free to check out our Online Sales & Marketing Course – the Awesome Marketing Vault! Full of awesome top strategies perfect for small business owners & entrepreneurs!
Thank you from Edward Zia & Joel de la Cruz – hope you love the content!
Edward Zia: Good evening everyone, and welcome to our August 2013 webinar. Tonight I’m very lucky to be sitting here with the relationship expert extraordinaire, from Your Relationship Oracle. Say hello to the audience, Joel.
Joel: Hi audience. Good evening.
Edward Zia: There you go. It feels like we’re running a radio show here tonight, and I must say, it is an absolute pleasure to be here with all of you. What we’re going to talk about tonight is some very, absolutely amazing strategies on really when it comes to getting your clients loving you and making them want to sign up with. Thank you for coming again. I wanted to use just a little about Citrix. You should be logged in, and what you’ll have is that you should easily have a little chat box. Please leave questions there, and we’d love to be able to speak with you. There you go.
First things first, a lot of you guys know me, but a lot of people on the line are actually friends of Joel. You should see the slides change. First things first, this is me. That’s me on the top left. You’ve already seen handsome Joel on the first page. My name’s Edward Zia. I’m a small business mentoring mentor, and that’s just me. That’s my office manager, our cat running around. Joel is sitting here now with coffee and high energy Dark Chocolate. Aren’t we, Joel?
Joel: Yes, very nice.
Edward Zia: We’re in a very. We’re obviously not life coaches based on the way we abuse our bodies with chocolate and caffeine, but when it comes to marketing, that’s what you can talk to us about. Without further ado, we’re going to get straight into everything. I’m just going to open it up, and then Joel’s really going to wow us with his amazing expertise. During this webinar, there are some of the things I really want you to keep in mind. What I really want you to do is think carefully about what you are selling. Think about the type of people you’re going to work with, how they really think. How can you better enter people’s world? This is one of things that I really like about working with Joel.
Joel’s amazing when it comes to understanding people, and even though I’m a marketer, and I’ve been a marketer for a long time, I’m sort of coming in and giving you the very Persian business advice. The thing where Joel sort of comes in is Joel’s going to really come at it from more of a relationship understanding point of view. Aren’t you, Joel?
Joel: Yeah, definitely Ed. I’m looking forward to this. I just can’t wait to give this content out.
Edward Zia: Exactly. It’s going to be the hybrid of my aggressive, Persian money making side and Joe’s Filipino spiritual side. Is that a fair comment?
Joel: Yes. Very small government.
Edward Zia: Yes. It’s not a liberal rally tonight everyone. We’re actually going to do some work. These are the things I want you to keep in mind and look at sort of part of the process as well. The challenge of being a small business owner … I was just talking to Joel about this before. The challenge of being a small business owner is really, especially when you’re starting out, is getting people to sign up, when you meet people, getting them to take that action, to trust you. Two issues when you start a business: getting people to sign up and when you’ve got a few clients at the start and you’re aligned to them like I was just to pay your freaking rent, making sure that they stick with you.
Obviously, you’ve got to deliver a quality product, but really we want to talk about the peak performance psychology, which relates to that.
Joel: Yes, definitely, and I just want to acknowledge the work of Tony Robbins. I’m taking his work and bringing it to the 21st century for all of you guys.
Edward Zia: Oh nice. Hopefully Tony won’t come and sue us tonight, so there you go. If he comes and sue us, we’re going to blame Kat Tate who’s on the line. Aren’t you, Kat? There you go. We’re going to blame her, so you’ll get sued by Tony Robbins and not us. To me, it’s … poor Kat. Well, Kat Tate’s on the line, a fantastic copywriter we love. No, we won’t blame … we’ll blame the labor government, and Tony Robbins will sue them. Here’s a big thing. We’re going to go through heaps of content tonight, so please don’t get overwhelmed.
Take everything we teach you one step at a time. Here’s a big thing. I’m not going to spend time feeding my own ego, but you guys know me. I work seven days a week, and I’ve been … I’ve clocked over 10,000 consulting hours, and I’ve been in marketing since my early 20’s. Really where it all comes to … this is … even though I’ve been a marketer, tonight we’re talking about pure selling and the amazing strategies of getting more clients. Here’s a big thing. If you’ve made mistakes in your life, and you’ve stunk things up in your life, I invite you to forgive yourself now.
Like myself, I basically destroyed my life in my 30s, and I’m 35 now and have rebuilt it successfully. If you’ve gone through a tough patch, a lot of our clients have gone through a tough patch. If you are a person who’s going through a tough patch, I just want to say it’s okay. You keep working through it, and you’ll make it all in one piece. Please forgive yourself, and before we get onto the festivities, one very quick thing, small business marketing. Tonight we’re here really about making your business more … even more successful so you can get the results that you’re proud of.
Here’s the thing about selling, and obviously that’s what we’re going to be talking about tonight before Joel jumps in. Selling is what we say is an art form. Part of it’s science, and to me the science of selling is making sure you got a product, making sure you incorporate [inaudible 0:05:05] and making sure you’re doing the numbers. Make sure you’re meeting enough people every week. Make sure you’re presenting your products out more awesomely. However, there is an artistic side to selling. I think Joel can best answer that. What would you say is the artistic side of selling, Joel?
Joel: The artistic side is to have three major abilities, Ed. One is to enter into other people’s worlds, and the other is speak their language. Speaking their language is the ability to motivate them and to inspire them and to respect where they’re coming from. Third is how you can predict their behavior, and what to look for into their world. When you have these three key abilities, you can do amazing things.
Edward Zia: I couldn’t say it better myself. I’m just too much of a Draconian guy. I’ll just walk in and yell at people, but Joel’s actually nice to them, which is why he’s the guest on the webinar tonight. There you go. Thank you, Joel. That’s pretty much it, and to me, what we’re going to talk tonight, we’re going to talk more about, not the direct side, such as KPIs and meeting a certain number of people each week. Tonight, we’re more going to talk about the soft selling and the subjective side of selling. That’s more what we’re going into. Here’s the reality is that as a small business owner, you’re reliant and face-to-face meetings.
You’re reliant on meeting people, connecting with people, inspiring and getting to like you and not only buying from you but wanting to refer you, absolutely amazing and something that we’re really big off. Now, pardon me, choking on a bit of chocolate there. This is from … pardon me. I’m still choking on some chocolate. Joel’s just busy laughing at me. That’ll teach us to having heaps of chocolate and coffee before a webinar.
The thing I want to talk to you tonight about is really … this is from one of our workshops, and we had a workshop a few months ago on face-to-face selling. We charged $400 a ticket. We filled the workshop, and this content I’m going to go through before we hand it over to Joel. I’m just going to shoot through it quickly. If you’ve got any questions about it, feel free to ask me afterwards. To me, this is my own personal sales mastery model. Number one is the belief, the belief in what you’re doing. Two, really caring for people. Three, having the marketing, having a great compelling image so you look amazing. Four, having an amazing presentation that makes you look like $1 million. It makes you look absolutely amazing.
Five, being the right person and connecting with the right person. Six, having the passion, the drive and the dedication. Seven, having perfect after sales service, amazing after sales service. Eight, continuous improvement and nine, doing it all the time consistently and consistently. That is what it’s all about. What we’re going to do is we’re going to go straight into the Joel section. I’m very excited about this. Really, Joel I think is an amazing man. He’s sitting right here. He’s a relationship mentor and founder of Your Relationship Oracle.
What Joel’s amazing at is I’m the extreme, Persian, right wing liberal guy who’s all bull out of the gate, kick the door in, get the results. What I like about Joel is that he complements my weaknesses very well. He’s the kinesthetic, the kind, the understanding sort of character. He has that unique insight in human emotions, which to be honest, sometimes I lack. It’s about admitting your strengths and admitting your weaknesses and partnering with the right people. I’m taking the pure commercial angle, and Joel’s going to come at it from the amazing, psychological angle.
What we’re going to do is we’re going to hand over to Joel right now, and Joel’s going to go through this slide by slide with me interjecting. Everyone, clap in your room and give some applause to Joel. Joel, over to you. Take them through it.
Joel: Thank you, Ed. I really love your work, and I’m inspired here to be in your presence. I really … I’m really wound up. Thank you, Ed, and thank you for the chocolate. Let’s get this show on the road. Firstly, in terms of behavior, there’s two types of patterns that you need to look at. There’s some macro pattern, which is the universal pattern. When I say the code, I’m referring to the macro patterns. Macro pattern means that everybody has these patterns or this code behind them. No matter how old you are, no matter what sex you are, what country you live in, you have these patterns about you.
A macro pattern is … it’s the universal language. It’s called the invisible force that drives human behavior, and what better to sum this up than you’re seeing Tony Robbins work on the six core needs. I also want to acknowledge my line mentor and life teacher as well, Joe Pane, for teaching these to me. My work here tonight is to translate this for those of you who are in business, or contemplating being in business, on how you can take this knowledge and use it effectively. Also bear in mind, you can also use this in your personal life and in your personal relationships. I’m very happy to answer any questions along the way.
Like I said, this macro patterns of the six core needs is based on the work of Tony Robbins. Effective leaders have the ability to consistently move themselves and others to action because they understand the invisible forces that shapes us. The invisible force here tonight is the six core needs. Firstly, before I talk about the six core needs, I just want to mention about the map is not the territory. For example, Ed and I here are sitting in the same room. For example, we could be watching … what’s your favorite sport, Ed? What league?
Edward Zia: I’m not into sport. I actually love working and video games.
Joel: Video games, all right. Let’s take video games. Ed and I are playing video games. What I mean by the map is not the territory, even though we are looking at the same screen, we’re going to be having two different experiences about it. Ed could be enjoying it, while I, on the other hand, am not enjoying it or one particular reason. This depends on our maps. Maps of our minds is based on our values and beliefs and are key abilities, which is what I was referring to earlier, the ability to enter into other people’s worlds and the ability to speak their language and the ability to predict people’s strengths, weaknesses, and actions by knowing what to look for in their world.
Your success will depend on how well you can read someone else’s map. The six core needs explains the why. Why do we do the things that we do? Explains why we are in the careers that we have, explains the quality of our relationships or the lack of relationships. What is driving your customers and clients, their top two needs? Business success is determined how well you can meet your clients’ six core needs because it determines the experience of their happiness with you. Sooner or later, Ed, can I have your permission right now to be able to identify your top two needs? I’ll do that in a little while.
Edward Zia: I believe that that can be approved.
Joel: Thank you, Ed. Let’s go into just one by one. Firstly, the needs of the personality, there are four needs, the four core needs of the personality. Certainty, it’s otherwise known as safety and comfort. The next one is uncertainty, otherwise known as variety and adventure. The third one is significance, and the fourth one is love and connection. The last two needs, to make up the entire macro pattern here, is the needs of the spirit, which is growth and contribution. Just a make a point here that if you want to be successful in your personal life as well as business, most people aim to meet their need of certainty.
They want to be certain about something, and that’s kind of mediocre. They really want to make a big … you want to make … if you want to leave a legacy, for example, you really need to aim to meet your needs of contribution. That’s a key secret. You should write that one down.
Edward Zia: If I may jump in for a second, if you guys don’t know me, my life used to totally suck a few years ago. If I look back at my life a few years ago, my whole life was all about certainty. There was nothing about contribution to me. Bringing it back to a sales and marketing theme is that if you’re just going out just to sell to people just so you can make money so you can feel better, you won’t have the passion or the energy behind it. When you’re truly there because you believe it, you help people, and you’re really excited about your product, it takes it to the next level and helps increase your conversion, especially when you’re coming from a contribution point. Would you agree with that, Joel?
Joel: Yes, indeed. Fantastic Ed. Thank you for sharing. There are two ways to meet your needs. You’re either meet your needs unresourcefully or resourcefully. Just let me explain the difference here. Unresourceful means that you can obtain the need. You can obtain it somehow. However, you won’t be able to sustain it. You want to meet your needs resourcefully. In other words, you’ll be able to obtain it as well as sustain it. You’ll be able to meet these needs on a consistent, ongoing basis. That’s the way you want to head.
Let’s look at certainty in an unresourceful way. When I look at clients, the first thing I ask is what does your partner do, or what do you do as soon as you get home. Sometimes the client will look at oh, I watch hours of TV instead of having a life. This is an unresourceful way of meeting certainty, controlling of others, finding your certainty in food, having a routine and an old classic, procrastination. I’m sure some of you will relate to procrastination. You want to meet your need of certainty. You got to do it resourcefully, so the best way to do it is having a routine that support, nurture and provide the foundation. The best way to do it is backing yourself in order to the get the results you want.
Edward Zia: In terms of a sales and marketing context, to me that’s very important because, especially if you have a lot of people who are starting out in business and even people who have been going for a while, very, quite often is that they’re so insecure, they’re not selling consistently, or they go selling at a little bit. They go selling once a twice or week, or they get a few rejections, and they stop selling. To me, if you’re … and this is really important from the sales point of view. First thing is, when it comes to yourself, if you’re feeling uncertain and the fear is kicking in stop you selling, you better get over it very quickly.
If you’re selling to someone who’s feeling very uncertain, you got to say something to them like trust me. I’ll look after you. You got to give your clients certainty so they have confidence in what you’re saying, a very, very important thing.
Joel: Awesome, Ed. Thank you for that. Let’s look at certainty, safety and comfort for your clients. As Ed was saying, and I really love what he said, you can offer guarantee. Offer on time delivery. Offer them some insurance, delivery of your promise and backing your word. Ed, I just want … you’re a marketing guru here. Who was it … which company was it that offered their on time delivery? Do you remember who it was?
Edward Zia: Ah shit. I can’t remember, so I’ll look like a complete hack in front of the world. I think from memory it was one of the automotive companies. Was it … I think it was either Mitsubishi or Nissan. It was definitely a Japanese company that started the just in time system, from memory.
Joel: Fantastic. That’s it and-
Edward Zia: Was it Nissan or Mitsubishi?
Joel: That’s another. However, what came to mind is when someone was extremely hungry, you remember who it was. Tick, tick, tick.
Edward Zia: I think it was Nissan from memory.
Joel: Actually, what I remember from a long time ago, and yes, I was hungry, was Pizza Hut. Was it Pizza Hut or Dominos?
Edward Zia: Dominos.
Joel: Dominos. There we go, so it was definitely Nissan.
Edward Zia: What does Dominos have to do with Nissan, Joel?
Joel: I don’t know, Ed. Maybe it’s the grease that they use. Let’s move on, uncertainty, variety and adventure, how to meet this unresourcefully. The best way to do it unresourcefully is through overwhelm and self-sabotage. Who out there has done self-sabotage? I’m sure there’s a lot. On the home front, we can meet uncertainty through drugs, changing the channels often. I had clients who does that. When they come home, they change the channel, and I know that they’re meeting their need of uncertainty in unresourceful way, and also creating drama. How many people out there who loves drama and problems, creating problems for something for them to do?
Edward Zia: Yes, very, very important, pertinent points.
Joel: Wonderful. You want to look at this very resourcefully, the way you can meet your needs for uncertainty, variety and adventure is to be playful and to embrace the adventure through different hobbies and creativity. Take yourself lightly and changing the meaning of an event. For example, if something went wrong, and I’m sure I’m touching the hearts of my clients out there, if something happened to you, and it was uncertain. Ed, can you tell me, do you love surprises?
Edward Zia: Not really.
Joel: No? Awesome, you’re one of the rare few because in the Tony Robbins seminars that he does, when he asks, “How many people out there who like surprises,” 99 percent of them will say, “Yes, I do.” Then he answers back. He goes, “Bullshit. You only want surprises that you like.” Sometimes life throws us a curveball, and we put in a situation where it’s uncertain. It’s how you put meaning to that event that will determine your success.
Edward Zia: In terms of a sales and marketing respect, there’s two sides to it. Internally, if you’re trying to sell and get more money and succeed, that sort of thing, if you’re feeling insecure all the time, and you’re not managing your stress well, it’ll come across as nervousness. You’ll kill the sale in 90 times. Let’s face it. If someone’s selling to you nervous, what do you think? You think that they’re completely, hopelessly incompetent, don’t you? Society is very judgmental in that regard, right?
Joel: Yes, indeed.
Edward Zia: The other thing is in terms of the actual client. Let’s say you’re pitching to a client, and they’re not completely sure of what they want. They’re all over the place, and even so, they could be a little bit bored with their current supplier and they’re interested in doing something new and exciting in their business. When it comes to uncertainty, there’s two sides to it. Make sure you control it in yourself, but if you’re pitching to someone who you know is a bit bored, you can pitch to them a new way of looking at things, a new way of invigorating their business or … be it with a product or service that you’re offering.
Joel: Awesome, Ed. Moving right along, now for the clients out there, for those of you in business, how could you meet your clients’ needs of uncertainty, variety and adventure? One thing is to have a limited time only, special products or service. Have a product mix. Improve something in your products or service. Have something creative. Like here, see Apple with the I-products and changing your message.
Edward Zia: Very important facts. It’s about breaking it up, and what we say from a journalism point of view is make what you’re doing compelling, as compelling and as interesting as possible.
Joel: Awesome. How many of you likes to feel unique and important? This is the meaning of significance. The unresourceful way of meeting your need of significance is being a getting of significance. In other words, putting other people down, meeting your need of significance through gossip, playing the martyr, victimhood, lying to get caught, allowing people to do that, and the sad stories of themselves and the classic, having a rebellion.
Edward Zia: I think where it comes into from a sales and marketing viewpoint is let’s say, you’re feeling bummed out from not selling something, and you feel insignificant. That can throw you off your game, so in your own mind, you got to feel significant. Conversely, if your client’s a bit bummed out and a bit down, you got to make sure you look after him and give him an honest, authentic compliment just to bring him back in the winning game. Right, Joel?
Joel: Absolutely, Ed. This is where we get to resourcefully meeting your need of significance. You do that by being a giver of significance, and wonderful point, Ed, is to be the leader of yourself and others. Meet your need of significance through volunteer work, speaking up, achieving goals, being a master in your field of endeavor.
Edward Zia: I think where it comes in from a sales and marketing viewpoint is make sure that when you’re pitching to clients is that … and this happens all the time. Actually, business coaches are very guilty of this, and I’ve met a lot of business coaches that do this. It’s not something … no, I’ve met some fantastic business coaches, but what some of them do is that their sales pitch is based on making the client feel insignificant, so they can put themselves above them and sort of brow beat the person into signing up with them. We’re against that on a range of ethical and also pragmatic reasons.
Really, what I mean is that when we say significance, the best way of giving significance is by being humble. When you’re pitching to a client, honestly acknowledging what you’re good at. I was with a client today who has hired me to help him out with his marketing. The guy’s amazing. He built a multimillion dollar business from scratch. I acknowledged him, and I said, “I got to take my hat off to you, Client A. You’ve built an amazing business, and you are doing an absolutely brilliant job,” something to really keep in mind.
Joel: Wonderful, Ed. For those of you who are married out there, for example, whoever took out the rubbish, tonight is my rubbish collection night, acknowledge that person. Just say hey, thank you for bringing the rubbish out. It’s acknowledging and meeting their needs of significance. To meet your clients’ significance, their needs of significance, it’s virtually to say thank you, having the attitude of gratitude. Perhaps you can meet this by having a small gift, an appreciation of their action taken.
Edward Zia: This part of it is after sales service. Let’s say you have a client. You got to keep showing the love, and you got to remind the client that you really care about them. In my old life, you guys probably know me. I really destroyed my life badly before the age of 30, and I had to start my life again. Big reason was I got greedy, and I did not give. I was not operating from a place of gratitude, and I deserved to lose everything I owned, which I did. To me, that’s very, very important. Respecting people, someone’s giving you money. You got to show them respect. You got to really look after them and love them.
There’s only too many people out there, which will gladly take someone’s money but won’t give them the respect in return of it. Please respect people and give out the love. Give out the good vibes because that’s what people want to get from you. People love buying from positive, inspiration period … people, period.
Joel: Just a note here on the personal front, especially for those who are married. Significance is the number one cause of divorce or separation. It’s something to really look at. Moving right along, love and connection. If there’s no love, people will settle for connection. Meeting this need unresourcefully by being needy, doing self-harm, having unhealthy relationships. Connection through problems, drama, for example, if you don’t love me, I’ll hurt myself. Meeting this need resourcefully is by sharing, supporting, connecting through nature, God, self, having self-worth and your truth. It’s important to speak your truth.
Edward Zia: In terms of the sales and marketing, what we really love about the whole connection angle of the human need is two things. If you, let’s say, had a fight with your girlfriend or boyfriend or whatever the night before, and you’re feeling a bit bummed out. You might have trouble connecting to other people. Before you meet with a client to pitch them, make sure you deal with that. Let’s say conversely … this happens to me all the time, I’ll walk into a client, and they’ve just had a fight with their girlfriend or boyfriend or husband or wife. It’s good to keep that in mind.
It’s good to understand where people are at because some people, when they struggle, are just desperate for some form of human connection. I’m not saying this … please don’t look at the sinister side of what I’m saying and think just be someone’s friend just to make them sign up with you, don’t mean that at all. That’s not where I’m going. What I do mean is if you’re meeting with someone and presenting your services to them, and they don’t feel good about themselves, be nice to them. Don’t beat them up.
If they don’t want to buy from you that time, they want to think about it, great. If they want to buy from you that day, then great. Always give people the time and patience, especially when they’re deprived of love and connection. When it comes to you actually selling, it’s really important that you listen to people and totally get into their world.
Joel: Just an important note on the family front. For those of you who are pregnant, for example, or you have a newborn, it’s important to meet your baby’s need of love and connection by simply touching them. Babies have been known to die at birth if they’re not being touched. That’s something you may be aware of or you may not. Hopefully this is useful for you. Meeting your love and connection for the clients, what I wrote here is regular communications, having newsletters, participations with clients.
Edward Zia: Exactly. It’s about that online connectivity, and that’s example where Facebook and LinkedIn are very powerful. You might do a monthly newsletter, or you can just be in contact over Facebook and LinkedIn, doing articles and keeping in contact with people that way.
Joel: With the needs of the spirit, there is no unresourceful way of meeting these needs. All growth and contribution are all very much resourceful. I mentioned earlier to meet the top two drivers, people will naturally go in the order of preference of meeting their core needs. The top two drivers is very important because it … this is what drives our behavior as well as the decisions. I’m just going to give a quick example here, Ed, because Ed just gave me his permission to … for me to find out what his top two drivers are. Ed, you ready to play?
Edward Zia: Yes. I am ready to play.
Joel: Ed to fire off question at you, and the first thing that comes to mind because I’m going to give you two alternatives. Whatever it is that comes to mind or from your gut, that’s what you say, okay? Is that okay with you?
Edward Zia: Yes.
Joel: Ed, certainty or uncertainty?
Edward Zia: Certainty.
Joel: Certainty or significance?
Edward Zia: Significance.
Joel: Significance or love and connection?
Edward Zia: Love and connection.
Joel: Love and connection or uncertainty?
Edward Zia: Love and connection.
Joel: Love and connection or safety?
Edward Zia: Safety.
Joel: You took your time there. I found your core need. Thank you.
Edward Zia: Uh oh. Ah, shit.
Joel: How about this one? Certainty or significance?
Edward Zia: Significance.
Joel: Significance or comfort?
Edward Zia: Significance.
Joel: Wonderful. Ed, your core drivers are love and connection and significance.
Edward Zia: Wow. That would explain a lot. Does anyone agree? Put your comments in now. Put your comments in the chat box everyone, and continue Joel.
Joel: For those who want to bombard Ed with some sort of cynicism, please do so now.
Edward Zia: We got a few people that are like me. I won’t mention who they are. Significance, picturing your death, go liberal, vote coalition. Over to you, Joel.
Joel: Thank you, Ed. Just to put this into context, the core driver … to actually get into Ed’s world is through love and connection. You really have to connect with him, and you also have to meet his need of significance. One way is to give him significance, the best way to do is just to say hey, thank you, Ed. Ed, you’re awesome, and I really thank you for what you’ve done. Does that strike a chord with you, Ed?
Edward Zia: I sound really superficial, but I think Joel’s on the money because as much as I don’t want to admit it publically, especially, is yes, that’s pretty much it. What Joel is saying is really pushing my buttons because I think you really understand me.
Joel: Wonderful. Thank you, Ed. Moving right along, if you meet two needs of someone, just the two needs, for example, Ed’s top two drivers, you will form a connection with him. This is awesome for business. For those of you who are in business, meet your clients’ top two needs immediately. For those of you in a relationship, meet your partner’s top two needs immediately as well to form that connection. What people might not know is if you meet three of their needs, you form an addiction. This could be done unresourcefully. I’ve had clients who has three needs and it’s been met 10 out of 10 on three levels, and they were unresourceful. Therefore, it became an addiction.
In this particular case, it was a gaming addiction, so the person, the client was addicted to the Xbox. I just got a question here from Kat. How do you know what their needs are? Do you ask them? Awesome question, Kat. Thank you. The best way to know their needs is to listen to them. They could say look, I’m looking for a guarantee. Can you deliver on time, for example? What does that sing out to you? I think … or sing out to me of need of certainty. Someone who says will this thing give my company or my boost, like will it set me up above all the others, for example? Will it drive me to the number one page of Google, for example? Something like that is the need of significance.
For someone who wants to say adventure, or especially mixing things up, so the word mixing, having a variety is meeting their needs of uncertainty. Does that answer your question, Kat?
Edward Zia: Also, as well, I think coming up from a marketer’s point of view, in terms of understanding how people tick, and this is a quick recap, you’ve got certainty, uncertainty, significance, connection, the main four needs, and the spiritual ones. You really got to be listening to what people are saying and what angle they’re coming in on. For example, if you’re selling to me, I need a lot of personal approval based on my insecurity. Complimenting me will go a long way with me, a genuine compliment, and I need to feel like I’m going to win. I need to feel significant, very important. Ah, pleasure.
Also, as well, and it really depends on the character. Joel’s saying if someone’s very much oh, is this going to work? Am I going to succeed? You know their driver is significance. If someone’s sort of saying oh well, is it going to help break the monotony, you know their driver’s uncertainty.
Joel: Well done, Ed. Thank you, Kat. I’m glad I’ve answered your question. If you meet four needs, whether this is a personal relationship or a community or in business, if you meet four needs, especially the needs of the personality, you will form a bond with them, a very, very strong bond. Here’s the rub. You meet all six needs. The person will not want to leave, so they will want to stay with you forever. That’s probably the best reason why to get married, or it’s probably the best reason why to form a partnership in business.
Edward Zia: Exactly, so when I started out in my business, I partnered with a few characters. That’s been amazingly well. To me, the big thing is when it comes to you selling or buying or you partnering, it’s really important that you understand the six core needs, be it certainty, uncertainty, connection, significance, growth and contribution, because if you can understand people you’re working with and help deliver all those elements, that’s amazing.
For example, if you’re busy, let’s say you’re working with someone that’s insulting on an ongoing basis or even at a coffee shop, even if you sell them just a cup of coffee every day, it’s very important you do what they can to create a positive environment for them and really meet their core needs. Contribution, it might be hard to meet people’s contribution needs, but it could be giving them a good deal, giving a bit of extra time more than what you normally would, connection, being nice to people, taking the time.
To me, in terms of an actual selling and pitching angle, it’s very important that you listen to people. Know exactly where they’re coming from, so you’ve got some questions coming through. Joel’s going to answer them right now. Get your questions through. We’re almost to the end of the webinar. Go for it, Joel.
Joel: Would Apple be an example in business of a company who has met six needs of some of their customer base, or it’s not possible for a business to meet six needs? Definitely. If Apple has met six needs of their client base, they would never want to leave. I know people who converted from the PC to a Mac. It’s met all their six core needs in that product. They never look back. They remain loyal to Apple. Would you agree, Ed?
Edward Zia: Absolutely, and the thing is, you get Apple fanatics. In my own business, too, you get some clients that are lukewarm on you, but some clients that are just in love with you. It could be … think about a product you love. You might love a certain coffee shop. I bet you. If you love a certain coffee shop, I bet you it meets a lot of your core needs, and that’s the reason why you actually love it.
Joel: Do you need to meet their core needs in order. For example, for meeting two core needs, does it need to be? No, it doesn’t have to be in order. This is to my awesome friend down there in Melbourne. No, it doesn’t have to be in order. As long as you meet their top two drivers, it’s all good. Another question, if you meet four needs, do they need to be in order priority to the clients? Again, no. It’s just … it doesn’t have to be in order. To meet their four needs, you will form a bond with them a la the Apple scenario. Next question, how do you find their needs, at least six of them? Just ask them or are their needs revealed by other methods?
Edward Zia: Probably the best way I can answer that one, Daniel, very good question. Daniel’s just asking how do you understand people’s core needs. To me, it’s observation and listening to the way that they sound, so when you understand the six core needs, and this is going to be up on YouTube also recording, so please watch it over and over again … is that you got to listen to what people are saying and what motive they’re acting out of. If someone’s freaking out, and they’re uncertain, they’re probably driven by certainty. If someone needs your approval and wants to be your best friend, they’re probably driven by connection.
Joel: I hope that answers your question, Daniel. Just let us know if you need clarity on that. What is the difference between a driver and a core need?
Edward Zia: Simple answer is that try not to get too obsessed on this one from a marketing point of view. A core need … all of us have core needs. What a driver is all of us are driven by certainty, uncertainty, connection, significance and such, right? In some people, it’s more pertinent than others. Like in my case, I’m heavily driven by significance, so surprise, surprise, I always have to be in charge and always has to be in front of the room. Joel?
Joel: Yes, exactly. There isn’t a difference as such that meeting a core need is the actual driver. If I want to meet my need of certainty, that is my driver. I will go out and behave as such. All my decisions will be based on certainty. If I have to choose between Pizza Hut or Dominos, whoever gives my … delivers my pizza in 15 minutes, that’s who I will choose. I hope that provides a bit of clarity there, Sara.
Edward Zia: I think the consensus, and please get your questions through because we’re almost coming to the end of the webinar, is you really want to understand what people … is driving people so you can best adjust the pitch to meet their core needs.
Joel: I just want to touch on a few … on a couple of subjects here. You got to know your love strategy. How did you fall in love? It’s how do you fall in love in the first place. This is done through … is it the way you saw your partner, or is the way you saw … your clients saw your products? Is it what you heard? Is it what you felt? How you fell in love is a similar strategy on how your customer is falling in love with your business.
Edward Zia: Good thing is if you’re just starting out and you don’t have many clients, other people that are attracted to you, ask the reason why they’re attracted to you. That’ll give you good insight, and if you’re already in business and you got a few clients, think about the clients that love you the most. Understand the similarities that you have because that can give you more insight into the ideal people you should work with. Also, as well, how can you best improve what you’re doing?
Joel: The other point here is the attraction strategy. You got to know what attracts people. What strategy did you run? Let’s just backtrack for a minute here. A strategy is the way you do things. You have a strategy for brushing your teeth, eating your food, so the way you do things is just strategy. Putting in the context, the attraction strategy is the way you have attracted another person. It could be through perfume if it’s a partner, an intimate partner. From a business perspective, it could be something that you did that attracted your client to your business. For example, it could have been an advertisement, for example, that caught their attention.
Edward Zia: It’s very good to know how they come to you. Here we go. We’ve actually come to the end of our webinar, so I’m just going to wrap up a few things. Before we hit the stop key, we’d love to get your questions, so Joel is just sitting there. He’s going to jump back in, in a second and really we’ve gone over, I suppose, both extremes. We’ve had the spiritual Joel coming up from a relationship angle and me coming up from a profit generating marketing angle. I just want to say, Joel, just for the audience, what is your advice to business people out there, in a sentence, on how to use the core needs to best enhance their business activity?
Joel: You got to meet your core needs resourcefully first. You got to be … let’s backtrack here. You are whole and complete. That’s a fact. You are whole and complete, and the way you would use the core needs in business is to resourcefully meet your core needs first, so that way you are a person that could be attractive to clients, someone who is a leader in your field. If your core needs are met, you can stand against a tsunami, for example, metaphorically speaking of course.
Edward Zia: There you go, so you’re saying, Joel, the first thing’s first to help improve your effort is look at your own life and make sure your own needs are met first so you can best help meet your customers’ needs.
Joel: Exactly. That’s right. There’s a question here. I was uncertain about leaving my hotel room. My partner grabbed my hand, and said let’s go. Looking back now and knowing that one of my core needs was uncertainty/adventure, it was exactly what I needed. Awesome, you know who you are with it because I’ve read that, and I want you to know, you are a fantastic and lovable person. I hope by saying that, I met your core need of significance. Thank you.
Edward Zia: Very smooth, Joel. Even I’m not that smooth, and I’m a Persian man. The thing I do want to say though, and this is a big thing I want to say from the selling point of view. I love what Joel’s gone through … is really pay attention closely to what makes you tick, but also what makes your clients tick. At the end of the day, if someone’s driven by, let’s say, certainty and significance or certainty and comfort, you got to be telling them the angle of the product they want to hear. If someone’s an excitable person, you got to pitch the excitement of your product. If someone wants to feel significant, you got to pitch how your product’s going to make them look awesome.
If someone’s trying to take it easy and doesn’t want to work too hard, you want to pitch to them how your angle will make their life easy. These are the big things. Any commentary on that, Joel, before we wrap this one up?
Joel: Ed, I just want to acknowledge you for being the awesome person that you are and making this connection with me. I want you to know that I love you, and for all the audience out there, I love you, too. I hope you go out there to really connect with people and meeting their core needs.
Edward Zia: That’s amazing, and thank you, Joel. What I’m going to do is I’m just going to quickly wrap up, but please get any questions through. Here’s a big thing and please consider what we’ve given. We’re going to put it up on YouTube. Feel free to watch it over and over again. Feel free to speak to us or Joel directly. After I stop the webinar, I’m just going to pump our things out. Have a good think about what we’ve done. Reflect with a cup of coffee and then hit hard. Please don’t just learn stuff tonight. Please learn stuff and apply it. Take that one insight you’ve got and apply it tomorrow, and use it to change your whole business and your whole life.
I just want to say thank you. I’m going to hit stop any minute now, but we’re going to hang around and answer any final questions. Thank you from Edward Zia and Joel. The email addresses are here. We’d love you to make contact with us, and thank you. I’m going to finish up now. Joel, say goodbye to the audience before I hit the stop record button.
Joel: Goodbye audience. Thank you.