Before you can understand the sales process, first you must understand why people really buy anything. If we know how people make buying decisions, what reasons they base them on and what motives lie behind their decisions we will be equipped to direct our sales presentation correctly and effectively.

For someone who has worked in direct sales for over 23 years it is t is truly staggering to see how little time sales companies and their sales people spend discussing the buying process. How can you sell if you don’t know how people buy? You can’t!

We are going to discuss three rules of why people buy which we help us to direct our sales presentations to where they will work best.

Rule 1 People buy for emotional reasons

One of the biggest mistakes that is made by all salespeople is: they feel comfortable if their product is cheaper than that of their competitors. They then try to show their customers as many features of their product as possible and if they don’t make the sales, drive away thinking ‘if my product was just a little bit cheaper I would have made that sale’.

We often feel that if we prove with lots of facts, figures and features that our product is the best value, people will buy from us. The truth of the matter is people buy for emotional reasons and then justify that decision with the facts later.

An example of that would be a man decides to buy a new BMW. His factual justification is, its tax deductible, it will have a good retentive resale value, it will cost him less in repairs because it a quality car and it will be more reliable etc.

The actual emotional reason he bought it was because he would feel good when he drove it and his friends would respect him more because he looks successful. Once we accept that fact that will massively alter the way we sell to our customers.

Rule 2 They buy because they want it or need it

Although there has been a plethora of books written on buyer’s motives, you can simplify the whole process as follows: there are only two reasons people buy anything:

• They need it
• They want it

Needs tend to be thing we have to spend money on i.e. ‘utilities’. These include the food we eat, our gas, electric and water bills, our rent or mortgage, council tax bills and transportation and food and petrol etc. How happily do we spend money on the things we need? Often times paying for our needs are considered a chore! Do you ever hear of people who are feeling down paying their gas bill early as a form of retail therapy? No!

We do not get excited when we spend on needs, if we want to change our utilities suppliers we tend to make the decision based on price. Generally they are non-emotional decisions based on logic. Because they want it

This really is the biggest motivator when it comes to people making buying decisions. When you assist people to really want our products because of the difference it will make to their life styles, selling becomes easier and much more enjoyable. Wants really a much stronger driving force in the buying process?

• Have you ever bought yourself a Kit Kat?
• Have you ever bought yourself some named brand clothing?
• Have you ever eaten in a restaurant?
• Have you ever been on a foreign holiday?

Have you ever ‘needed’ to do any of the above? No, you the bought the above because you wanted to! When we ‘want’ to buy something we get enthusiastic about it, we enjoy it and we use it as a way to reward ourselves.

Rule 3 Meeting expectations does not make sales

The third thing to remember about the buying process is this. Meeting expectation does not make sales. The truth is, our customers expect certain features to come as standard with our products. They are not overly impressed when we mention them or are they particularly motivated to buy our products when we list them. These features do have some importance because the absence of any features they expect would motivate them not to buy! The fact that your product has all these features is not enough in itself to motivate your customer to buy.

During your presentation you need to uncover the emotional reasons behind your customers buying decision and be alert for signs of them. This is achieved by using skilful open ended questions and listening, no I mean really listening, to the answers your customers give.

Always aim your product at peoples wants and not needs. Slanting your products toward your customers wants is an easy sale, purchasing your product could be a way of rewarding themselves for all their hard work. Selling your product as a need is hard work as the buying decision will invariably be based on price, which is dull, boring and uninspiring for you and your customer!

Finally, do not fall into the trap of thinking the more features you list the better value for money it will seem to your customer. Concentrate on the additional features or unique selling points your products has which will really excite them to buy. It is those additional emotional features and benefits that your product posses that will motivate your customer to buy your product.

This is a very quick overview of a very important subject. Any of our sales seminars spend time explaining this topic in detail as we know it is the very basis of the sales process. If you can not attend one of our seminars please keep checking our website for other free articles at www.21ksa.co.uk , we also offer free support for sales people there.

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Good luck to you all