Based on Shelle Rose Charvet’s international bestseller Words That Change Minds, the LAB Profile® (Language and Behaviour Profile) is now being used all over the world to better understand customers, and speak their language.
Let’s say a software sales person is doing a needs analysis with the customer. The LAB Profile® questions will enable to find out whether she wants to avoid problems or rather has specific benefits in mind.
“I don’t want to have the same adoption problems with had with the last system, because it was such a fight to get department heads to adopt it.”
“I am looking for a system that has a track record for being easy to adopt, so that the department heads will look forward to adopting it.”
In the content, both of these statements are talking about the same thing: adoption of the new software. However, in the first example, the customer wants to MOVE AWAY FROM previous problems, issues, and negative consequences. We call this the AWAY FROM Motivation Trigger™. In the second example, the customer wants to have easy adoption; MOVING TOWARDS the goal of easy adoption and gaining the benefit of having the department heads look forward to it. This is the TOWARD Motivation Trigger™.