Why do people buy? The answer may seem like common sense, but it is not. Most sales people have no idea why their customers buy. They assume that customers buy for their reasons, when in fact the opposite is true, and here is the common sense part: customers buy for their own reasons. Many companies still attempt to make customers buy for their reasons. You must understand why your customers buy your product or service.
Emotions First
The root of any buying decision is based on an emotional response that is based on perceived value or filling a need. This generally has no basis in logic or reason. There may be a certain amount of rationalizing after the purchase, but the actual decision to buy is almost always emotional.
Hot Buttons
Hot buttons are the emotional needs that when pushed result in a sale. In fact, people resist buying when their hot buttons are not identified. Hot buttons are unique to each person and are perceived differently by each customer based on what will make them feel good or meet emotional needs. The master sales person will find out those real benefits and emotional needs and push the hot buttons that result in a sale.
Choices Count
People have many options. Many times, the only factor that differentiates a product or service is what best appeals to the buyer's emotions. It is important to understand these emotional hot buttons and use them to develop a competitive advantage. The most important part of marketing, and selling, is understanding why your target market makes the choices they make in purchasing your products or services. If this is not understood, then sales are probably going to competitors that do understand it.
Buying Signals
During the sales process a client will communicate buying signals. The sales professional realizes that every thing the customer does, or does not do, is a buying signal. Successful sales people can read and intuit these signals and use them as a profile of customer buying behavior.
The Buying Team
Successful sales people work well with multiple buyers and decision-makers by identifying roles, concerns and issues. What does each person bring to the sales transaction? What is their role in the buying process? What are their hot buttons? People will respond differently in a group and buying patterns will change. Ask Customers Why They Buy
Engage customers in areas that bring to the surface the mechanics of their buying process. In this way, the sales process becomes much more effective and focused on the core needs of the client. Go and ask your customers, "why do you buy?" The customer or prospect is often thinking the following:
Can I trust the sales person?
I do not have time for this.
I do not want to hurt the sales person's feelings.
What are his or her motives and intentions?
Is it safe to open up?
Everything is OK the way it is now, why change?
What will others think of this?
There may be a problem, but what the sale person is offering is not the solution, I want to find my own solution.
How can I postpone this?
The sales person's solution is too risky.
The benefits do not out-weigh the risks.
There is no solution to this problem.
I am not convinced I need to buy
How can I buy?
Ask for the Sale
Finally, the sales master asks for the sale. Most sales people never ask for the sale because the don't think the customer wants to buy when in fact the customer is wondering, "How do I buy?" Remember, people buy based on benefits defined by them, not by their sales person. Understand this basic principle and better know your customers and how to meet their needs.
Why People Buy - To learn more about this author, visit Thomas Young's Website.
Like this article? Share it with your friends
 |
Related Articles |
|
 |
Related Businesses - Evan Elite Authors |
|
Anne Barr
Anne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations,
networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business
ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
|
Vwodek Wojczynski
Business Coach and Consultant Vwodek Wojczynski (pronounced Voy-chin-ski) brings fun, awareness, accountability and fresh perspectives based on his diverse experiences in life and business.
Born in Poland and educated in Greece and Canada, he is trilingual with 8 years experience in business development with clients in Canada, USA, Switzerland and Poland.
His approach is systematic and process-driven. He fuses the know-how of proven business methods with his commitment that entrepreneurs experience satisfaction and joy based on their values, motivations and strengths. He believes that businesses succeed based on their ability to generate value by providing what’s needed and wanted.
Ultimately, he trains executives and true business owners - people who work less, produce more, own businesses that run automatically after a while and make a difference globally.
His current research focus is the development of intelligent business systems and the application of emerging artificial intelligence technologies in business.
He is also an avid traveler, spoken word performer and visual artist. He resides in Toronto, Canada. - Visit Vwodek Wojczynski's Website |
|
The Evan Elite Authors program is currently in beta phase. For details please contact us.
|
|
|
|