The important thing to understand is that the old way of selling, which ties persuasiveness to techniques, is nowhere near as powerful as the person with the motive who wants to buy.Īnd your biggest job in sales is to uncover the motive – or lose to someone who has. And the information you get will lead you to a lifetime of sales. Then begin by asking them why they buy from you. Get six of your customers, take them to a buffet lunch and a small seminar to help them build their businesses. And as with all brand new thoughts, there’s hesitancy based on a lack of experience or success. It never ceases to amaze me how complex selling situations become because they are sales trainer driven, rather than customer driven.įor many of you, this is a brand new thought. Have you identified what moves your customer to a purchase? “But Jeffrey,” you whine, “how do you find out why they buy?” It’s really easy, credit card breath. If I pull on the heartstring, the wallet will pop out of the back pocket, and the only thing that can stop it is logic. I define it as the head being attached to the price, and the heart being attached to the wallet. People buy things for emotional reasons and justify the reasons by using logic. And in the emotional state, people will overpay to get what they want. One of the primary motives for buying is an emotional one. And buy the way, that need is defined as an emotion – it has nothing to do with logic. But whatever “it” is, by the end of the day, you’re going to make a heroic effort to own one. Oh sure, someone may steer you to a different model, or you may make a compromise. ![]() If your buying motive is strong enough – spouses, children, parents, and especially salespeople – can’t keep you from getting what you want. Either way, your motive is clear-ownership as soon as possible. You may go “shopping,” or you may go directly to the establishment that has what you want. You set out on a Saturday afternoon to spend money. Then you justify the need or the want, and you literally search for it. Why do you buy? You decide that you need or want something. Or it might be about “Will this increase productivity in my factory?”.Or it might be about “Will this produce for me in my office environment?”.Or it might be about “Will it work when I get it home?”.Or it may be about how much of a risk I have to take to make the purchase.Let me help you with buying motives for a moment. But I stand firm that: Buying motives are a million times more powerful than selling skills. You can argue that relationship building, questioning skills, networking, and presentation skills are all part of the “selling process,” and I agree. Sales-maven, why are you still trying to master HOW TO SELL? Would you rather know how to sell, or would you rather know why people buy? Aha! Why people buy, of course. Rather than selling, take a look at buying. ![]() In fact, all of them are useless if someone doesn’t want to buy or is afraid to buy or doesn’t like the person he or she is buying from. ![]() ![]() And I say to you that is the least powerful way of completing a transaction.Īnd none of them are more powerful than someone wanting to buy. For the last 120 years, salespeople have been taught how to sell. The power of that statement is also the insight into the selling process.
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