Why People Buy
Why People Buy
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.
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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.
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Anne BarrAnne 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 |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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