Buying Motives

Gary Boye

I have now added "I see you're doing something with your weed wacker.." to my repertoire.

All kidding aside, Mitch....great story.

MitchM

Hahahaha - LOL yea, it's a standard line of mine, Gary. It has so many applications.

The best to you always.

MitchM

JacquesWerth

YES - and the context makes the reasons clear.

SalesGuy

Motives are drivers of behavior and rarely is a single motive in play.

There are "surface" motives such as increased profits, reduced costs, improved productivity, etc. These surface motives are very helpful for rationalizing a purchase decision. However it's the "deep" motives such as avoiding pain (Security: Increase profits so that I don't lose my income.) and/or gaining pleasure (Status: Increase profits so that I will be more respected.) that are the real drivers.

Marcus

This is getting complicated.

How will knowing buying motives help me?

Jolly Roger

Knowing your prospect's buying motives means you know what is most important to them. You're on the same page. This helps you because you can customize your presentation to fit the prospect.

__________________
"The beatings will continue until morale improves."

Marcus

Can anyone provide an example of this being used?

Agent Smith

Two people might purchase the same product for completely separate reasons. For instance, one person might purchase the Mercedes sedan for esteem reasons and another person might purchase the Mercedes sedan for safety reasons. Your presentation should be tailored to the buyer's individual reasons instead of using a standardized or canned presentation.

MitchM

"Your presentation should be tailored to the buyer's individual reasons instead of using a standardized or canned presentation." -- AgentSmith

That's why you find out what peope want - they'll tell you what they want and why when you ask, for the most part. The biggest failure of the one doing the selling can be not asking simple and direct questions with no agenda other than finding out if what the buyer wants can be met or not.

Very simple - it's how I do business.

MitchM

marky

Don't know if anyone has read "SPIN Selling". Its research based and identifies motives / needs identification as being one of the keys to success.
We have several acronyms linked to customer buying motives, in the UK automotive market.
We reckon our customer's buying motives full into one, some or all of the following:
P erformance
R eliability
E conomy
C omfort
I mage
S afety & security
E njoyment

like people have already ready said you just have to find out which ones "float your customers boat" I say "just" I know its not quite that easy, but that's one of our initial goals when we meet customers.