Commercial Integrator September 2021 - 15

processing. One way to think of this concept
is that sensation is a physical process,
whereas perception is psychological. "
Be aware that not all sensations result in
perception. For elements in our environment
that tend not to change, we often do
not perceive a stimulus. Psychologists call
this sensory adaptation. To illustrate the
concept, here is an example. From this we
can see that what you sense and what you
perceive may be two different things:
" Imagine entering a classroom with an
old analog clock. Upon first entering the
room, you can hear the ticking of the clock;
as you begin to engage in conversation
with classmates or listen to your professor
greet the class, you are no longer aware of
the ticking. The clock is still ticking, and that
information is still affecting sensory receptors
of the auditory system. The fact that you
no longer perceive the sound demonstrates
sensory adaptation and shows that while
closely associated, sensation and perception
are different. "
The remaining ingredients in the
process of perception are attention and
motivation. Attention is the act of becoming
and being aware. For our purposes,
attention is not enough. It is the motivation
that ends up being the behavior modification
we are seeking. This is where the
challenge lies in realizing the " experience "
that AVIXA promises.
In the most basic of terms, motivation
can be broken down into two types:
Extrinsic are those things that arise from the
outside, and Intrinsic are those that arise
from within the individual. The three major
components of motivation are:
› Activation of a decision to act, to do
something.
› Persistence is staying the course to
completion.
› Intensity is the amount of concentration
and energy you invest.
Research from a Harvard Business survey
shows that 50-90% of the buyer's journey
is complete before a buyer reaches out to a
salesperson. Creating the experience thus
takes on a new and more urgent meaning.
This necessitates a clear understanding of
the elements that go into the experience.
It is made up of our client's observations,
sensations, and perceptions.
We need to address each of these elecommercialintegrator.com
For
our purposes, attention is not enough. It is the motivation that ends up being
the behavior modification we are seeking.
ments. The experience is going to be as
different as the people we are addressing.
Just as a site survey tells us that the existing
physical elements of a system that need
to be addressed, a " client survey " is also
required. We must find ways to direct
the observation. We need to amplify the
sensations, and we need to help " paint "
their perception. It ultimately boils down to
gaining their attention and most important
of all, understanding what motivates them
both externally and internally.
By walking a mile in
the customer's shoes,
we can understand
their problems and design
the right experience to satisfy
their needs.
Buyer motivation is the set of psychological
factors behind a decision to make a
particular purchase. What exactly is motivation?
Motivation is an urge to behave or act
in a way that will satisfy certain conditions,
such as wishes, desires, or goals. Psychologists
believe that motivation is rooted in a
basic impulse to optimize well-being, minimize
physical pain, and maximize pleasure.
In a more granular sense, psychological
research shows there are the eight most encountered
motivations:
1. Need
2. Acceptance
3. Fear
4. Health
5. Impulse
6. Pleasure
7. Financial Gain
8. Aspiration
The experience needs to address more
than one of these motivations. Of course,
this begs the question and need to discover
the motivations. Do not assume you know...
Find out! The experience is not about you.
It is about them.
One of my favorite quotes is from Neil
Rackham the author of SPIN Selling, " People
do not buy from salespeople because
they understand their products, but because
they felt the salesperson understood
their problems. " If we come to know the
client and their motivations (extrinsically
and intrinsically) and if we employ a healthy
dose of empathy touching on their motivations,
we can then help create the bespoke
experience to address them as individuals.
The result? A more accomplished you and a
more satisfied them.
Alan C. Brawn, CTS, ISF, ISF-C,
DSCE, DSDE, DCME, is the
principal of Brawn Consulting.
SEPTEMBER 2021 Commercial Integrator
15
SERGEY NIVENS/STOCK.ADOBE.COM
http://www.commercialintegrator.com
Commercial Integrator September 2021

Table of Contents for the Digital Edition of Commercial Integrator September 2021
