Stop selling! Satisfy the Four Universal needs of Buyers, and They will buy!

Guest post by: Bob Urichuck
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Is 87% of Your Sales Training Investment Wasted? - By Bob Urichuck

Let's face it, people buy from people, particularly people they trust and like - people who remind them of themselves. People that they can trust. Therefore it is important for you, as a sales professional, to be aware of and to understand the universal needs of buyers. The competencies of sales professionals are numerous but boil down to human interaction, communication and relationship building. You, as a sales professional, needs to establish rapport and build trust, to communicate effectively and to develop and maintain lasting relationships, if you are to succeed in the sales profession.

In order to build a long-term relationship, you as a sales professional, must first establish rapport. You need to know how to build rapport quickly so that you can gain the trust that is needed to ask questions and get answers. You need two basic communications skills - the skill of asking questions and listening to the responses. What is the point of asking questions if you are too busy thinking up other questions to ask and not listening?

At one time sales professionals were taught to follow the golden rule "Do onto others as you would like to have done onto yourself." That was a great rule to follow. Under the golden rule, and it is right to say, that to yourself, you are the most important person in the world and how your treat yourself is how you should also treat others.

However, over the years the golden rule has been replaced with the Platinum rule "Do onto others as they would like to have done onto themselves." The platinum rule takes on a different approach. What it is saying is that when you are with another person, treat them the way they would like to be treated, not the way you would want to be treated. Therefore, we have had to change our sales approach.

As a salesperson, when we meet with a prospect or a client, who is the most important person in the world? I hope you said the opposite of the golden rule and said the prospect or client. If so, great, because without a prospect or a client, you have absolutely no chance of selling them anything. Do you agree? I hope so.

So, if the prospect or client is the most important person in the world when it comes to sales and we are to follow the platinum rule, we best treat them the way they want to be treated. So, sales professionals need to understand the universal needs of buyers.

There are basically four universal needs that sales professionals must address to satisfy buyers. The first one is that buyers have a need to be understood. That means we must listen to them and question them to better understand them. The problem many sales people have is that they don't listen and worst yet, they don't question the answers they receive to get even more information. More to come on this in another article on questioning skills.

The second universal need is that buyers need to feel welcomed. How do you welcome people that come and visit you at home? Do you welcome prospects and clients the same way, even in their own premise?

Buyers have the need to feel important. How important do you make them feel in your presence? Showing interest by asking questions and taking notes is one way to do that.

They also have the need to feel comfortable. How can you make them more comfortable?

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Is 87% of Your Sales Training Investment Wasted? - By Bob Urichuck

About the Author: Bob Urichuck

RSS for Bob's articles - Visit Bob's website
To download your complimentary White Paper "The New Economy of Buyers, Why Traditional and Consultative Selling Methods No Longer Work", visit http://www.BobU.com
Bob Urichuck is an internationally renowned Velocity Selling Specialist.

For the last 15-years he has worked with fortune 500 companies and mid size businesses, To Inspire, Empower and Add Sales Velocity to Their Bottom Line.

Sales Velocity. Your Bottom Line. Our Passion

Bob Urichuck, is a Canadian and the author of two best-selling books, Disciplined for Life, You Are the Author of Your Future and Up Your Bottom Line, through the Velocity Selling System. He is also a contributor to the book Sales Gurus Speak Out.
Bob has been recognized as an International Sales Expert and ranked # 7 in they World's Top 30 Sales Gurus. Bob was named Consummate Speaker of the year (2000), and awarded Platinum Speaker Status by Meeting Professionals International (MPI). Bob is a Certified Master Trainer (CMT) and Certified Sales Professional (CSP), and he holds a diploma in Adult Learning from St. Francis Xavier University. Bob is the founding president of the Canadian Association of Professional Speakers (CAPS), Ottawa Chapter.

Using Singapore, Dubai and Ottawa as his ongoing hubs, Bob has spoken in over 1,000 cities in over 30 countries to audiences with as many as 10,000 participants in one event. Bob has also written articles and appeared in a variety of print media internationally and is regularly interviewed on national radio and TV programs in his home country and internationally.
His extensive travels have inspired him to work toward a better world on many levels. He is a certified social entrepreneur.
Bob is a catalyst for constant improvement and a cultivator of human potential. His purpose is to inspire, educate and empower people and organizations globally to significantly increase their performance capability while constantly improving the quality of their lives and the lives of others with whom they come in contact.

Click here to visit Bob's website.

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Stop selling! Satisfy the Four Universal needs of Buyers, and They will buy!

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