Buying Motives

Oops just seen there's a whole section on SPIN, excuse me!

Originally Posted by 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.

Nice acronym Marky. Does that come from industry training or is your local dealership's training?

Originally Posted by Agent Smith Nice acronym Marky. Does that come from industry training or is your local dealership's training?

Agent Smith
It comes out of industry training, through some manufacturers that i've worked with. Some dealers work with it some don't.

Originally Posted by marky Some dealers work with it some don't.

Do those who don't use it have something different or better?

Originally Posted by Agent Smith Do those who don't use it have something different or better?

There seems to be more and more dealers now who are just content to sell on price alone - just to do the numbers and get $x per unit and the dealer gets some back end profit. Those that can't compete in that market have to use something like PRECISE and sell some additional stuff to customers to get them to buy from them. What's it like in your market?

Originally Posted by marky There seems to be more and more dealers now who are just content to sell on price alone - just to do the numbers and get $x per unit and the dealer gets some back end profit. Those that can't compete in that market have to use something like PRECISE and sell some additional stuff to customers to get them to buy from them. What's it like in your market?

Selling on Price alone can be tough. I buy and sell pre-owned homes for a living so my market isn't the same but I get my share of price shoppers.

We don't waste time with people who will not pay our price.



Most people do ask about price and most salespeople assume that the question is indicative of a price buyer.



Our research shows that only 16 percent of prospects buy primarily on price.

However, a far higher percentage will attempt to get the lowest price from the vendor that they prefer to deal with.



If you have the prospect's trust and respect, and they feel certain of getting their money's worth, most people will pay your price - if it is not exorbitant. If you are afraid of losing an occasional sale on price, that desperation can become very expensive to you.

Originally Posted by Marcus Are buying motives important to know when selling?

Helping customers identify and clarify what is really important helps them and you.

I truly believe, and have experienced firsthand, that understanding the buying motive of the individual decision-maker is about 75% of the sale. You might be selling exactly what the person needs, but if you don't touch on their motivation to say Yes, they want to buy it, then no sale.

Marcus, in all seriousness, you should research the Dale Carnegie Sales Training methods. I took an 8-week class on this and it absolutely turned my entire business around. I can't express how much of it was based on identifying and developing the buying motive. I was AMAZED to find how different they are than what common sense would imply.

How do define "... the "buying motive of the individual decison-maker?"

How do you identiy and develop the buying motive?

If that is 75% of the sale, what is the other 25%?