Buying Motives

1. With proper questioning techniques. Build a rapport and get to know the person. For example, I once met with a prospect who talked about how much he loved to spend time at his house in the mountains... but he was so busy, he hardly got enough time. His buying motive was the value of his time. Which leads to the 2nd part of the answer...
2. Once I knew what his motivation was (Have more time to spend in his mountain house), I led him to see the value of how much time he would save personally by using our service. That's most of the other 25%. Having the prospect understand the value of what you're selling to him or her. But they have to see it for themselves, you can't just tell them.

In my opinion helping people get what they want is a core principle of selling.

Quote:

Originally Posted by Coda1108

1. With proper questioning techniques. Build a rapport and get to know the person. For example, I once met with a prospect who talked about how much he loved to spend time at his house in the mountains... but he was so busy, he hardly got enough time. His buying motive was the value of his time. Which leads to the 2nd part of the answer...
2. Once I knew what his motivation was (Have more time to spend in his mountain house), I led him to see the value of how much time he would save personally by using our service. That's most of the other 25%. Having the prospect understand the value of what you're selling to him or her. But they have to see it for themselves, you can't just tell them.

That's describes what old time salespeople call "looking for the hook."

Yeah, I've heard the term "the hook" before. There's a bunch more to how the DC method gets there, just not that appropriate to go into here. The difference is primarily HOW you match the particular value of what your selling to the particular motivation.

As AZB states so well, getting people what they want is a core principle of selling, so naturally it shows up in different forms, whether it's "The Hook", DC, Spin Selling or any of the other ways.

I think all the "methods" are fine for understanding a WAY to get from point A to point B, but the bottom line is that one must be comfortable in their rapport and presentation. I'd rather go out of the "lines" of any sales "system" to have a more sincere long-term relationship.

If you want to sell "people what they want," why not learn how to find and make appointments with people who already want the benefits of your products and services?

If you want a "sincere long-term relationship," why not learn how to develop deep emotional relationships of mutual trust and respect - immediately?

Great day all,

Great input from all.

My thought is: if you can show and tell how your service/product can save a client money, save the client time and or help the client make more money... and if the client likes you as a person, theoretically the client will purchase that service/product from you.

Quote:

Originally Posted by job ready strategist

My thought is: if you can show and tell how your service/product can save a client money, save the client time and or help the client make more money... and if the client likes you as a person, theoretically the client will purchase that service/product from you.:thu ;sm ;co ;bg

That would seem to be logical.
However, first you need to contact the client and get an appointment.

If you visit with someone who doesn't already know that they have a problem that your type of product can solve, than you will need to "... show and tell how your service/product can save a client money, save the client time and or help the client make more money."

However, if the type of product or service you want to sell is not a top priority for the client at this time, it is not likely that they will get busy with it. That is simply because most people have other more pressing things to work on.

As an example, I once talked with the CEO of a very large food manufacturer. I told her one of my companies could save her company at least $60,000 a year on employee benefits. She said that she was satisfied with her current supplier and would not spend the time on such a small project.

Only 3 % of people feel that it is important to buy from people they like. Seventy-two percent of people want to buy from people they trust and respect.

Great day JacquesWerth,

I like what you are saying.

First, of course you have to have an appointment with a client.

Yes, it would be great if the client is aware that he/she wants what you have in a product/service. We know that is not always the case. One function of marketing/advertising is to present or make you aware of a product/service and in so doing changes your mind and hence your wallet.

To me, if I like you, trust and respect are part and parcel of the total package.

Thank you for sharing your great knowledge. I appreciate it.

michaelc.

I'd like to add, respectfully, that "how we can save your company money" can be a bit of a trap. I fell into it pretty easily myself, as what my company sells does actually save money and effort over time.

However, when you get into this, there are two risks:
First, if you set it up to be about saving money, the customer has every reason to balk about the price. After all, if you're selling something to save money, they'd save even MORE money if you lower your price. If you sell value, then you're prepared to talk about the MANY ways your prospect will benefit, not just cost savings.

Second, and this is the one that baffled me at first... Saving money might not be the motivator for that particular buyer. Heck, if you get to know your customer and find out that his or her college roommate can produce 100 widgets an hour in his company, and this turns out to be a hot spot... a promise that he or she could produce 120 widgets an hour might be what makes the sale... AND you did it without sacrificing price.

Just my two cents... All the views above are obviously very valid... I just wanted to add the bit about Value, and being able to match the proper Value with the appropriate motivator (or "hook").

Quote:

Originally Posted by Coda1108

Saving money might not be the motivator for that particular buyer.

Unless you know otherwise, saving money is a "probable" interest or problem and shouldn't be treated as a "specific" interest or problem.

Buying Motives

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