The Chemistry of Concern

Creating the Chemistry of Concern

Rusty Markland

Human behavior is extensively monitored daily through diverse methodologies, including voice mining, data analysis, tracking of personal internet search activity, consumer profiling, and mapping of cognitive processes via routine algorithmic interactions. In the corporate environment, this surveillance serves as a critical mechanism for identifying the specific stimuli that precipitate consumer purchasing behavior. For instance, a search for a tool shed on a search engine such as Google is subsequently followed by a proliferation of advertisements for various tool sheds across social media platforms—an occurrence that appears instantaneous.

In the retail sector, the capacity to influence consumer behavior towards making a purchase constitutes the paramount objective of sales strategy. This procedure is notably efficacious, notwithstanding its intrusive and controversial nature; nevertheless, provided it successfully drives sales, its intricacy and frequency are projected to intensify due to its documented effectiveness.

Within the service industry—which includes sectors such as pest control, heating, ventilation, and air conditioning (HVAC), and healthcare, including medical and dental practices—a more potent mechanism is available. This instrument is unequivocally guaranteed to compel action, yet it is often overlooked in conventional sales training methodologies.

"Concern" represents the most powerful catalyst for action within the framework of human behavior. Its influence surpasses that of consumer profiling, voice mining, data monitoring, or any existing form of technical surveillance. The inherent simplicity of concern lies in its near-exclusivity to the service industry and its providers. For example, experiencing severe odontalgia (toothache) automatically triggers a state of "concern," which immediately requires an individual to contact a dental professional for expert assistance. The medical nature of the issue is secondary, as the individual will still remunerate the service rendered; thus, a transaction is still completed. In an alternate scenario, the discovery of floor joists collapsed onto a basement floor, with wood-boring insects, such as termites, present within the timber, instantly triggers "concern." This disclosure automatically promotes action. The decision does not center on whether service will be procured, but rather which provider will be selected and what price will be paid. The impetus for action has been effectively engaged.

While these examples are not innovative, the "concern" they involve was established by circumstance rather than a deliberate technique, in contrast to the technological data-mining practices utilized by the retail industry. The service industry possesses a superior opportunity to "mine" and establish "concern," primarily through regular inspections mandated by service contracts. A dental patient, for example, typically attends the dentist biannually for prophylaxis and examinations. Radiographic studies are generally conducted annually. Should the dental practitioner detect an issue, such as a carious lesion or periodontal disease, informing the patient of this finding will trigger "concern," the outcome of which is already predetermined. This concern will necessitate action to rectify the problem, for which the patient will be invoiced. In field-based industries, such as pest control, a property with a termite warranty is usually inspected annually. During this inspection, if the inspector informs the homeowner of a raccoon infestation in the attic, resulting in contaminated or compromised insulation, this situation will again trigger "concern" and compel the homeowner to act, whether by seeking a secondary opinion or contracting another vendor to resolve the issue. In either case, a charge will ensue, culminating in a sale for a service provider.

The implementation of routine inspections, whether by a dentist or an HVAC technician, represents a significant opportunity for revenue generation. The challenge in service industries such as pest control, HVAC, or automotive maintenance is that routine inspections are either undervalued as a sales opportunity or are improperly utilized by unscrupulous inspectors attempting to "manufacture" sales through fabricated evidence.

In the majority of instances, the fundamental issue is the simple failure to acknowledge routine inspections as profitable undertakings. Inspectors and service providers must undergo training to accurately identify threats and problems that pose risks to the client's health, person, or property structure. Locating and identifying these issues is not unethical; indeed, it constitutes professional negligence not to address problems upon their discovery. When a physician informs a patient of a problem following an examination, the patient becomes concerned and undertakes some form of action; this situation is conceptually analogous to an inspector informing a customer of a problem discovered during a routine inspection. The necessity to actively "sell" is eliminated. By conducting a meticulous inspection and informing the customer of the problem, the natural psychological trigger of "concern" and the subsequent human behavioral response will govern the remainder of the process.

Fundamental Principles and Characteristics of "Concern" must be acknowledged.

1. Concern is not fabricated.

It must be authentic and not predicated upon unethical or spurious evidence.

2. Concern is distinct from FEAR.

Consumers who make purchases driven by fear often exhibit impulsivity and frequently rescind transactions, leading to a profound distrust of any future attempts at engagement.

3. Concern is established through revelation.

This occurs via clinical examinations, routine inspections, or the customer's autonomous discovery of a problem.

4. Concern gives rise to "URGENCY."

It is intrinsic to human nature to experience anxiety once a state of concern has been established.

5. Concern triggers "Action."

The consumer will respond in some manner to address the problem; they will initiate steps toward resolution.

6. Concern DOES NOT DISSIPATE OR DIMINISH.

The customer comprehends that once a problem is revealed, it will not resolve itself through passive waiting.