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Why do customers Buy?

Written by: Winston Saga

Article Overview: Customers buy for various reasons

Free Download - Asking Questions By Winston Saga
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Why do customers Buy?

People buy products for different reasons. Some of the reasons are

1. Comfort
2. Safety
3. Security
4. Image
5. Quality
6. Price
7. Relationship
8. Emotion
9. Invention
10. Unique
11. Performance
12. Features and Benefits
13. solves personal and business problems


So when you are talking to customers you need to identify why they need your product. Based on that you principle you should give couple of features and benefits. Every customer has different needs and wants. For some Security is more important, while for others Image is more important. Analyse the situation and offer them the right solution.



Nobody buys unless they can see "what is in it for me" (W.I.I.F.M.)

In selling you need to create a desire, it is important that the customer understands how the particular product or service will benefit them.



Keep it simple and straight forward. Paint a picture of the product or service and then answer the customer's questions as they need to receive knowledge to satisfy their requirements to buy. Don't use technicial terms you can bore the customer and make a simple product more complex. Use simple term. Everything you say should be relevant, meaningful and expressed in the language of the listener.

Pride is a great motivator. Many clients will buy for image to gain greater respect.
Some buy in order to make money
Some Customers like to maintain the status quo.

80% Emotions is involved in the buying decision. The remaining 20% is based on Logic.


Winston Saga is one of the world's leading sales legends. He is also the CEO of Sales and Motivation International. Winston has been acknowledged as a unique and distinctive authority in the field of sales and personal development. Last year International Biography Centre selected him ''International Man of the Year'' for his outstanding contribution to sales and Service. He has written 100's of articles to magazine, journals and websites.

Visit his website www.telesalestips.com to learn more about the author.

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About the Author: Winston Saga
RSS for Winston's articles - Visit Winston's website

Winston Saga is one of the world's leading sales legends. He is also the CEO of Sales and Motivation International. Winston has been acknowledged as a unique and distinctive authority in the field of sales and personal development. Winston Saga is often referred as the Brian Tracy of the Pacific. During the year 2003 International Biography Centre, Cambridge- United Kingdom selected Winston ''International Man of the Year'' for his outstanding contribution to sales and Service. He has written 100's of articles to magazine, journals and websites. He has written two best sellers in Sales and Motivation. 1. Total Success in Sales and Personal Life -2003 2. Its a Deal-How to become a Successful Selling Professional-2006

Click here to visit Winston's website
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More from Winston Saga
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Firing your customers Firing your customers - We all work so hard to bring on new customers and generate new revenue but sometimes certain customers are just too difficult to deal with and can be a drain on your time, energy, and resources. Have you had to fire a customer for bad behavior?
Re: Hi I'm new here Re: Hi I'm new here - BIG WELCOME TO THE FORUM. I love it when someone other than Japanese is learning JAPANESE KAIZEN philosophy. And it's funny how Malaysian and Japanese are gathering at a Canadian entreprenuers forum. I've only worked for three companies in US after college, all Fortune 500. But they all care about shareholders and not so much about customers. They say they do, but not really from what I know as customer service and they nickle and dime from their customers feeling the pressure from their shareholders to make every quarter big. Companies here do many things to their customers simply "because they can". Sorry to get sidetrack as usual. Sayonara, Takuya
Product promotion strategy Product promotion strategy - I do not know whether domestic users are end-terminal user or not. We started the business by selling the product in local markets and the feedbacks was awesome. A lot of customers keep coming back for more and always refer another customers to try our products. Majority of our sales still come from domestic users. we have some commercial customers that sometimes refer other shopowners (mainly fish n chips shop or restaurant)to try our products; the feedback was great, that’s why my boss is very aggressive at the moment. Do you think cold calling is better at this stage to open our market to industrial and commercial users as well as resellers? or jus knock on their door or doing the traditional promotion?
Product promotion strategy Product promotion strategy - The effectiveness of our products is 200% Guaranteed. It is according to our feedbacks and the quality, reliability, efficiency and utility scale of the product. The product is not similar to any conventional products in the market at the moment. It could use to clean almost everything (include clothing’s) that do not contain Caustic Soda, Ammonia, Chlorine and Fumes. In short means, safe and do not work like bleach that damage the matter or fabric of the item being washed. Biggest Objection? I'm not quite too sure about what you are trying to ask here. If it for the product, it is fine. The product sell itself and I haven’t heard back from any of the customers yet. 99.9% of our customers came back for more and brought back more customers or buy for their friends n families. There were some customers that complained the products didn’t work. But majority of them didn't follow the instruction, and we convinced them to follow the instruction and they are happy again. If it for the business, I think the major objection or disadvantage for us now is the lack of business system, resources deployment and networking.


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