Business, Jeffrey Gitomer, SUCCESS, SUCCESS Experts - Tuesday, October 20, 2009 16:58 - 1 Comment

How to Sell or Why They Buy
(download free Buying Motives e-book below)

People don’t like to be sold, but they love to buy is my #1 (trademarked) rule of selling. It is an undeniable rule that on the surface seems relatively simplistic, but when you dig deeper, you’ll find the complexity lies in uncovering the MOTIVE of why people buy.

Uncovering buying motives goes against the strategy of “selling.” Selling implies informing the prospect of who you are, how great you are, what your product is, what your product does, and a myriad of features and benefits that most buyers are completely aware of or could find out in about 1.5 seconds by Googling.

Uncovering buying motives (the real key to the sale) is harder to do and requires a lot more work on the part of the salesperson, but if done properly will both double your sales and eliminate your competitors.

Why “Why” is So Important

The fundamental principle is uncovering the prospects “why.” Why do they want this? Why do they need this? Why is it important that they buy it now? And assorted other emotional questions that creates what is known as buyer urgency. Once you as a salesperson understand WHY a customer wants to buy, all you have to do is match those motives with value, believability, and trust.

Here’s why people buy: Their history, their past experiences, their expertise, their wisdom, their need, their want, their desire to solve or resolve, their desire to recover, their desire to change, their desire to change, their desire to own, their desire to win, their passion (their desire to own + win = their passion), their fear, their greed, their vanity, their desire to impress, their peace of mind, and their desired outcome.

People buy for their reasons, not your reasons. If you understand that, then their urgency to buy is your reality.

The Element That Loses the Sale

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