We need to be super-attractive.
Well, when we communicate, we do.
Because, the more successfully we attract and engage people, the more successful we’ll be.
But different people find different things attractive. So how can we quickly identify where to focus with each person we speak with?
There are lots of different techniques we can use for this. But a simple one is to think ‘TIRES’ – whose initials spell five things that most people want some/all of:
Time – they want more of it. They want things to be quicker, shorter. They want to achieve more, in less time
Income – people want more money – for themselves, their team, their company (and, of course, their family)
Risk – they want an acceptable level of risk, given the return. Some people are totally risk-averse. Others embrace risk, because of the extra things it might give them
Emotion – emotions drive behaviour. As the old saying goes, ‘people decide emotionally, then justify logically’. So the better we understand their emotions, the better we understand them
Spend – as in, costs. People want to spend less, make savings where they can, etc
We all want different elements of TIRES. And our preferences for each of them can vary from day to day – sometimes, from minute to minute.
But TIRES is often a useful shortcut when trying to quickly understand another person’s point of view.
For example, if I’m speaking to a time-poor salesperson, it’s fair to assume they’re probably most interested in the T and I. So anything I can do – to help them (1) sell more (2) more quickly – is my best chance of engaging them.
In fact, because that’s their #1 thing, I should start my communication by talking about that.
So, as soon as possible, I should say something like: “You know how you want to (1) sell more (2) more quickly? Well, I’ve done some research and found some new ways you can do this. Please can I quickly share them with you?”
Or if I’m speaking to an Executive whose work-life balance isn’t what they want, their focus will certainly include some E (there are lots of emotions involved, when life’s like this!). And there’s likely to also be some T (how can they manage their time better) and possibly R (what are the risks, if they don’t fix this?)
Which helps me tailor what I say, to best help them etc.
As with any simplified generalisation, TIRES is too simple and general to use as a substitute for thinking, empathy and care. It isn’t a ‘rule of thumb’. But it can often provide a useful shortcut, to start us off in the right direction.
Which is great for us. And even better for the person you’re speaking to.
Action Point
- Who are the next three people you’re speaking with today?
- Which of TIRES will each of them probably be most interested in?
- And, given this, how can you adapt how you communicate – to focus more on what’s important to them?
- Especially the start – attract them then, and everything’s better for everyone