Why People Buy

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

Article Tags:

---

	No article feedback found.
	Leave Your Feedback

---

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

Jeff Foster WebBizIdeas.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

To learn more about the Evan Elite Author Program please contact us.

Thomas Young Subscribe to Thomas's articles (Visit Thomas's Website) Thomas Young, MBA is a marketing consultant helping companies increase revenues. He is the author of Intuitive Selling (www.IntuitiveSelling.com) Thomas Young is a Platinum author on EvanCarmichael.com

Thomas Young's Complete List Of Marketing Articles Name Email If you enjoyed this article, get Thomas Young's Complete List of Marketing Articles For FREE! More Thomas Young Sales Tips for Technical Professionals Motivate Yourself to Success Five Steps to an Intuitive Website Top Ten Things About to Change on the Web Dealing with Time Wasters Taglines 12 Ways to Increase Word of Mouth Referrals Why People Buy The Path to Selling Success Selling in Difficult Times