Three Basic Reasons Why Prospects Buy In this article I will not be addressing why people buy essentials, such as food and medicine. People buy food because they need to eat. People buy medicine because they are ill. This article is more about the three basic reasons why people buy non-essentials, such as furniture or jewelry. The three basic reasons why prospects buy are: fear, recognition and self-actualization. Let’s begin with the definition of each of these three motivators as applied in the case of buying motives. Fear is the primary motivator in a purchase when the prospect is trying to ...
Sometimes when we do a good job of giving a Feature, Advantage and Benefit presentation we just don’t get the excited “buy in” we are looking for from our prospect. There could be any one of several reasons for a less than exceptional reaction. For the purposes of this article, I am going to concentrate on just one reason and explain how to fix it. Read the following benefit statements aloud. “Mr. Prospect, the new management skills that your managers will have at the end of each monthly session will help them improve productivity and profitability.” “Mr. Prospect, the new tread design on ...
The great sales trainer, Larry Wilson, taught that before we could sell our prospect, we needed to “warm them up.” He recommended using an ember. Now don’t get the wrong idea! He did not mean we were to set them ablaze. In this case Larry used ember as an easy to remember acronym. E.M.B.E.R. stands for “Establishing a Mutually Beneficial Empathic Relationship.” Some salespersons today might say that we need to create a “Win Win” relationship with the prospect. For both the salesperson and the prospect to believe that the purchasing ...
A professional Doctor believes very strongly in the medicines and the treatments they prescribe. They are so confident in their actions that they take the Hippocratic Oath. This oath, in just a few words, says “Do NO harm.” A professional Salesperson believes very strongly in the products and services that they sell. They are so confident in their actions that they take the Salespersons’ Oath. This oath, in just a few words, says “Do NO harm.” The Professional Doctor is committed to the practice of only prescribing ...
Is Selling a Science or an Art? Yes! How is That Possible? The strategic use of words to modify thinking and thus behavior is a science. The manner in which the strategy is executed is an art. Is selling an art or a science? Yes! How is it possible that it is both? It is possible because it requires both disciplines to be done well. If we agree that selling is a communication process, then it becomes easier to understand how it requires both science and art. It has been well documented scientifically that communication is made up of different ...
