Buying Motives - What should I be looking for?

What are the different buying motives I should be aware of and preparing for? -realtor

Not clear what you mean here, however there are only three customer motives:

1. Want
2. Need
3. Value from your offering.


Good Selling

Drew Stevens PhD
Split Second Selling -Drew Stevens

I know of at least these four buying motives and there are probably more.

1. Desire for gain
2. Fear of loss
3. Pride
4. Security

-realtor

I have seen these listed.

Desire for Gain
Fear of Loss
Comfort and Convenience
Security and Protection
Pride of Ownership
Emotional Satisfaction

I would add Love of Family, Status...although the may be covered under the last two above. -Ace Coldiron

Customer buying motives are the 'reasons they NEED a product or service'. When looking at it from that point of view, buying motives are:

(1) a 'problem' the are experiencing NOW
(2) a 'worry or fear' of a problem to occur in the future
(3) a 'concern' that a problem they had in the past will reoccur
(4) 'dissatisfaction' with how a current situation is being handled
(5) Interest -Paulette Halpern

I was taught that buying motives are the "why" behind people's actions and are based in the meaning of what they perceive is happening or could happen.

The example I remember was two different people's cars broke down. Both people had the same problem, they needed another source of transportation, but each had their own motives.

One person needed transportation to keep a job and without a job he would face financial ruin and his family would suffer.

The other person needed transportation to get to and from work or would have to take the metro train which he was deathly scared of riding. -realtor

Yes, Realtor, I believe you are much more on the mark. -Ace Coldiron

The 'why' behind the 'what' is the next piece of course ....but too many salespeople present too early and 'present' their solution to someone who 'says they are interested' and their presentation turns them into being 'unpaid consultants' or help their competitors 'get the sale'. -Paulette Halpern

Where does "interest" fit as a motive in all of this? -Ace Coldiron

Call them whatever it is you would like to, they are just needs.

And they get uncovered through conversation - ask questions to get them to talk and then confirm what you think you have understood through another question. Once you have a need isolated or uncovered, your product or service either satisfies the need or it doesn't.

As you go through your career you will find out things that motivate people that are surprising, like NOT having to take the public transit for instance. This one is an "Okay ... " as you mentally scratch your head. But whether or not that person needs a car to keep a job or to avoid their fear of public transit is irrelevant to you!

Your job is to find out what type of car suits them - with what kind of value they perceive is right for their budget. Same with a house.

Why are we preparing for why they want to buy rather than what they need to buy?

A motivated buyer simply means you have a chance to sell, that is it. The selling can then begin with a very high likelihood of a close.

Great, they are motivated, there is a chance to sell them sooner rather than later but not unless you START SELLING! -Gold Calling

Buying motives don't come into play? -realtor

Are needs and wants or needs and motives the same thing to you?

I thought, in addition to other things, our job was to find out what people really wanted and then show them how our product will help them get it. -realtor

People do things for their own reasons. You want to find out what those reasons are. The reasons they readily give out may only be surface reasons and you may need to dig deeper for the true reasons (motives).

As Tony Robbins once said, you don't want a stack of papers with pictures of dead presidents on them (money) just to have it, you want that stack of money for what that money represents to you (freedom, opportunity, lifestyle, etc.).

Also, in the final analysis every reason can be said to originate out of a motivation to move towards pleasure or away from pain.

Connecting the dots; Wanting to buy the dream home in Malibu that will put you at the top of the heap among your wealthy friends (ego - moving towards pleasure) compared to needing to move out of your current home so you're no longer at the bottom of the heap among your wealthy friends (ego - moving away from pain).

It is an excellent idea to learn common motives so that you will recognize them when you see them and be prepared with an idea of what you want to say. -SalesCoach

Customers have Dominant buying motives and Secondary buying motives. You have to satisfy the Dominant buying motive and the more Secondary buying motives you can satisfy the more perceived value for your offering. -Houston

It can't hurt to have a handle on what your target audience is likely to be interested in. Isn't it true that most small businesses will likely have an interest in reducing costs, increasing revenues or improving production? -Frankie

"Interest" isn't a buying motive, which is why I show it LAST....It probably could be last as the #99 buying motive; but MANY salespeople hear...."oh I am interested in your product or service" and then jump into their presentation or as my dad used to say "dog and pony show of their features and benefits".

Prospects that sound 'overly positive or interested' initially are rarely real prospects....but they surely love to turn sales people into 'unpaid consultants'. IF YOU let them do that to you.

We read about it in many threads here; from real estate to insurance to It consulting and many many other product lines and services. -Paulette Halpern

I agree with that. Both David Sandler and Jim Camp based much of their work in sales education on that point.

Those that are in sales who see through a different lens often are proponents of assumptive closes and assuming the sale. Personally I do not work along those lines. -Ace Coldiron

Have you ever read about Maslow's hierarchy of needs?

http://en.wikipedia.org/wiki/Maslow&...archy_of_needs -Liberty

That is why I have been very proud to be a part of the Sandler Selling System, and train people in a process that works, regardless of the industry.

We have lots of ways to deliver our sales training, online coupled with one on one coaching; public training and of course inhouse programs. Regardless of the delivery method, it works for small companies and large Fortune 500 companies.

It is not an easy selling system to learn, nor is it for everyone.

Inquiries always accepted. -Paulette Halpern

Did you see Ace's list? Do you look for these motives yourself?

Nice list Ace. thmbp2;

First class post. thmbp2; -Slick

Many years ago I had the pleasure of hearing Zig Ziglar.It was at this time I really had an idea of the sales process.
What really grabbed my attention the four stages of a sales process when you know the ownership exchange is moving thmbp2; forward. The client has a need,want,can use and can afford. When these four criteria are met you have an ownership exchange.
What drives these four criteria.Value which is YOU
Benefits which makes the clients life easier.
Features what the product or service does. -rich34232

There are many different Emotional Buying Motives and Rational Buying Motives. I'll post examples of each.

Emotional Buying Motives

• pride in appearance
• desire to feel important
• love of family
• desire for comfort
• curiosity
• convenience
• desire for security
• health
• safety
• fear
• desire for recognition

Rational Buying Motives

• economy in purchase and use
• efficient performance
• durability
• increased profits
• ease of installation
• increased production
• availability
• low maintenance cost
• thoroughly researched and tested
• time-saving
• labor-saving

-Johnny Fairplay

Buying motives will differ from prospect to prospect; and getting to understand why the prospect says they want or are interested in talking with you, gets the selling process moving.

How you get them to see your product offers them the value they believe they want to resolve their problem, is next; lets call it your selling process. Then when they believe you give them the value that they need want, it becomes a sale.

People justify (rationalize) their buying decisions. If they don't see enough value over the impact the problem is causing them, the sale probably doesn't happen. -Paulette Halpern

Gold Calling is absolutely right. Broken down in a simple format, every buyer bases a decision on five things:

1. SALESPERSON - Customers decide if they like and can trust you.
2. COMPANY - What is your company's reputation? Is your company a good match for them?
3. PRODUCT - Is your product the right solution for their needs?
4. PRICE - Is your solution competitively priced? Is it a good value?
5. TIME TO BUY - Is now a good time for them to move forward with the purchase?

Within these five decisions, it is the salesperson who knows how to communicate and relationship build with their client to accomplish successfully navigating through this process. My recent facebook post goes into this a little more in depth. -Lisa Grimm

According to Crissey and Cash*, "It is safe to say that success in selling depends largely upon a knowledge of customers' and prospects' motivation... the reasons why they behave the way they do."

*W. J. E. Crissey and H.C. Cash, "Motivation in Selling," The Psychology of Selling -Johnny Fairplay

Hi Lisa,

This is actually the ACTION SELLING format. thmbp2;

You have to first PLAN TO WIN and have a commitment objective for each meeting.

1) The Salesperson is a combination of
a) people skills
b) Asking the best questions
c) Agreeing on need

2) Company
3) Product
4) Price
5) Time to buy

This is followed up with Professional Growth... replay the call.

Of all of the sales programs I've purchased that provides a process, this is the simplest I've seen... for me I need simple. This for me has also become the BEST process, for it doesn't require "personality", sets up the sale for you in a logical manner that gives people like me and my sons the best chance for success... of course you have to "do it" to benefit... :)

Much Aloha... Tom shds; ;bg -rattus58

As is the case with many commonly used terms in selling, "value" is highly misunderstood.

To reap the most from value in a selling situation, a salesperson should always look at the word as a verb. It is what the prospect values that matters most in the equation. It is not a separate free-standing component that a salesperson can always point to with success. -Ace Coldiron

Not every prospect bases a decision on the five items you listed. The items in your list are not Buying Motives but instead categories of concerns or buying conditions. I'll list a few examples:

Salesperson ~ I don't want an interview

• I'm too busy to talk to you now
• I'll let you know when I'm ready to buy
• I want to think this over before I place the order
• Not interested
• I'll phone you when I'm ready to buy
• Send me a sample

Product ~ I don't need your product

• I'm satisfied with the one I have
• We have gotten along without it for years; I can't see any reason for changing now
• That's a good product for a big company, but we don't need it
• We tried that years ago and it didn't work

Company ~ I don't like your company

• I usually buy from another company
• I don't want to change companies; we're doing all right now
• You require too much time for delivery

Time ~ I don't need it right now

• I will buy this later on, but not now
• Business is not good enough to warrant spending the money
• We are making some changes right now; see me later
• We have a large supply on hand. We'll talk it over when we're ready to order.
• We have a contract
• The boss has a friend in the same business
• All buying is done at the main office

Price resistance is a different topic. -Johnny Fairplay

Johnny Fairplay.... :)

First off, you need to have an understanding of what she was actually trying to say. While I agree that not every prospect will be sold your product, the process she was referring to is as solid a process as I've ever seen. And I say this from having spent, thousands of dollars on Hopkins, Tracy, Ziglar, and bunches more. This process is $16. You should buy it... Action Selling.

You have to know your products. You have to know your competion. You have to know your strengths. You have to know your weaknesses. You have to know how well your competition stacks up against you and how people get along without your or your competitions products.

The Salesperson example that you profferred doesn't represent even loosely what she is talking about. The sales person that she is talking about is developing trust. This is through a little chit chat and people skills.

Second, there is questioning of the client and their use of our products, products like ours, or maybe how they are getting along without our products. Action Selling demands good questioning if for no other reason than to discover what it is that you are selling... and that answer might be nothing, otherwise you're just a peddler.

Third, in the trust department with the salesperson, is agreement of need of what was discovered through the questioning.

All of this attempts to differentiate the salesperson from his competition and by the right questioning before you move anywhere.

So, back to your challenge of the young lady..

Salesperson ~ I don't want an interview

• I'm too busy to talk to you now
• I'll let you know when I'm ready to buy
• I want to think this over before I place the order
• Not interested
• I'll phone you when I'm ready to buy
• Send me a sample

In what you've listed here would not even have gotten past the commitment obective stage of Action Selling. The commitment objective would be to seek the appointment and get past objections, if that is what they are... obstacles. It is once you're past this stage that you're objective is met and you move on to the next objective... Trust, and that is accomplished by being a good guy, chit chat etc... but then you need to get down to the clients business.

As for your product challenge...

Product ~ I don't need your product

• I'm satisfied with the one I have
• We have gotten along without it for years; I can't see any reason for changing now
• That's a good product for a big company, but we don't need it
• We tried that years ago and it didn't work

All of this is managed through proper questioning. Questioning requires you discover not only what your client is using today, how he is using it, or how he's getting along without your or your competitions products.

Questioning will uncover needs, and just because someone has gotten along without your product in the past, doesn't mean that they wouldn't find benefit in the future if you know your product well. People get along without insurance all the time, but when they have bills they sure wish they had it. Questioning will uncover the advantage or not with the client. Keep questioning long enough and the sale, if it is there, will uncover itself.

I could go along and provide explanation for the rest, but better you spend $16 and buy the Action Selling book and discover the entire process more thoroughly yourself... since I'm working off of a failing memory here...

Much Aloha,

Tom shds; ;bg -rattus58

The plain simple truth, as I've said on another thread of the same topic (one of several) is that people buy for a lot of reasons. WHY SHOULD THEY BUY FROM ME? is a better question. My goodness, somebody even mentioned Maslow here. I think he's too dead to buy anything from anybody at the present time. -Ace Coldiron

Should salespeople forget about buying motives all together? -Seth

You mean as an act of volition? I would see no advantage in that. Probably a disadvantage. I have never heard of a case where a salesperson decided to do that.

If that is your real question and not just rhetorical, Seth, I would say no. Forgetting something altogether or keeping that something in perspective are, of course, two different things. -Ace Coldiron

Keeping things in perspective, how much energy should a salesperson put into understanding a prospect's buying motive or motives? -Seth

Are you talking about the generic reasons studied that have made up most of the thread, or do you mean the understanding of an individual prospect's motives as part of the sales process?

Which? -Ace Coldiron

Exactly.... How many of us has introduced ourselves to someone and as soon as you mention your business get the "Hey... I was just thinking about that... call me..." ... :)

Actually your right about "why should you buy from me?" Why should they?

Much Aloha... Tom shds; ;bg -rattus58

I mean understanding of an individual prospect's motives as part of the sales process. -Seth

It's crucial, Seth. Much of our energy should go into that.

Most of the discussion here (not all) on this thread has listed fundamentals that a newcomer must know--must get under his/her belt. Almost any basic sales text will provide that knowledge.

We have people here on this forum trying hard to get a script right. They don't need Maslow. -Ace Coldiron

The replies in this discussion seem confusing to me and not just because some go off topic. Understanding what buying motives are and where they comes from seems like something important to know. Understanding which buying motives are motivating each prospective client seems like something important to know. -Seth

The former is basic knowledge--easy to obtain.

The latter is application of basic knowledge which requires skill development. Not so easy.

Both important. To me it makes sense to get the easy stuff learned and then work on getting better at the skills to apply what you've learned.

When it takes several threads to dwell on the basics, it's no wonder so many never achieve an advanced level of selling.

As Tom has put it, questioning skills are at the core of applying what we learn about "buying motives." -Ace Coldiron

When you have one thread and so many different replies it can get confusing.

• however there are only three customer motives...
• buying motives are reasons they NEED a product or service
• why are we preparing for why they want to buy rather than what they need to buy?
• …people buy for a lot of reasons. WHY SHOULD THEY BUY FROM ME? is a better question.

Add in the off topic comments about PRODUCT, PRICE, etc. and it gets even more confusing. -Seth

The fourth bullet was mine.

The other three I don't acknowledge. You have to decide for yourself whether they make sense to you. Draw from your own experience, for instance. Does your experience in the field substantiate what is being said here? If not, I would harbor doubt if I were you.

Nothing I have ever said on this forum has not been tested and substantiated belly to belly in thousands of sales situations that I've been involved in. And by the same token, I take full responsibility for my own learning. Nobody owes me knowledge but me. -Ace Coldiron

I wasn't complaining. I was showing why I felt confused. Thank you for sharing your experience. thmbp2; -Seth

I never felt you were complaining and I do understand your confusion which I wanted to help you with. -Ace Coldiron

My message to Lisa, and now my message to you, is that "Buying Motives" are something different than what you've posted. -Johnny Fairplay

You're Right... Motive might be different than process, but process identifies motive, IN MY OPINION.

It's not hard for me to understand something clearly... I only have to miss a word.

Much Aloha,

Tom -rattus58

Your process is a course of action intended to achieve a result. The result may or may not be the identification of a prospect's or client's motive or motives.

Lisa wrote that, "every buyer bases a decision on five things" - Salesperson, Company, Product, Price, Time to Buy."

I think of it like this: "The salesperson as a problem-solver recognizes that the buyer must make five decisions before the problem can be solved. These concern:

1. The need to be fulfilled.
2. The product to fulfill the need.
3. The source for the product.
4. The price to pay.
5. The time to buy.

Be aware that everything is dependent upon the first decision - the need. A need is defined as a lack of something, a feeling or a state of inadequacy, a dissatisfaction with things as they are, or a desire to have something more or better." -Johnny Fairplay

I like the five that you list, but I disagree with "everything is dependent upon the first decision-the need."

The reason I disagree is that you have left out a 6th item that is related to all of the other five--yet still stands alone. It is this:

6. The level of comfort.

It is that which "everything is dependent on." -Ace Coldiron

About what/whom? -Johnny Fairplay

Trust... without trust there is no sale... generally speaking. The process that Lisa was referring develops trust throughout the first three steps incorporated in the "salesperson"....sn;

Aloha... :cool: -rattus58

The result of her process is designed to specifically elicit responses that identify the clients activities and use of products that we might offer. Now, whether this describes a motive or not, the questioning draws out what the client does. This in turn allows for discovery of areas that one can see opportunity of where your product might offer solution. Continuing questioning will uncover further areas that you might benefit the client. Ideally you will seek 3 or more positive aspects of the discussion of where you can benefit the client and it is during this time you will seek his understanding of where your products might benefit him.

If you have uncovered three or more areas that the client might benefit with your product, you and he/her have come to understanding that your products would save him (you choose... time, money, or inconvenience) and that in some way HE BENEFITS DIRECTLY (for example if you can drop ship, he doesn't have to worry about shipping saving him time,expense and logistics... giving him time to play golf... :)) you have giving him a reason to let you move forward to the next stage of the process. Is this considered motivation?

Aloha... Tom shds; ;bg -rattus58

I have to say that I'm a little overwhelmed by forum life. This thread has been most fascinating and please forgive my original post that precipitated a lot of conversation (which is the point, I realize, but it seemed confusing). I'd like to thank Rattus59 and Johnny Fairplay for helping a sister out. Honestly, I don't have much to add to their rebuttles to the dissenting opinion.

I will say that I love the diversity in commentary and perspective. After all, that's what makes the world go round. My original post, while it was not perhaps the best articulated answer to the original question, I believe that those 5 buying decisions answer what the prospects motives to buy are. I will better articulate myself in future posts. Sorry and thanks for the great conversation. -Lisa Grimm

Lisa, your points were very well articulated, well thought out, and valuable to this thread. -Ace Coldiron

Would you or anyone else who subscribes to this line of thought care to elaborate? -Johnny Fairplay

Clearly the level of comfort with the decision to buy. As I said, it is THAT which all else is dependent on.

It is extremely difficult to close a sale when the buyer has a low level of comfort about moving foward--even when...

1. The need to be fulfilled.
2. The product to fulfill the need.
3. The source for the product.
4. The price to pay.
5. The time to buy.

..are in place. -Ace Coldiron

Do any of you ask your client why they want to buy a certain product? I am always asking why the client wants to buy. I am always asking what they want it to do better for them. I ask what they have done in the past .I then ask questions to discover more needs for that product and find a better fitting product to fit the discovered needs. I need to find out if they are tired of the same results and how I can give them better results.

Finding out why the client is interested in buying informs me on the points I must stress to have them need to own from me.

An example I had a client who wanted to replace four water closets (toilets) in her home. Keep in mind her spouse has just passed away. Most would say what the heck that has to do with anything. Remember this point.

Her water closets are working fine. She requested I bring her pictures of water closets. I did. Right away she said she was interested in changing them and started looking through the trade magazines and asking what is the price what is the price. This is going nowhere fast. I said Mrs. Client why are you interested in changing them? She started giving excuses to them not working and running all the time a false excuse. I just inspected the home and they are working great. The next thing that was said I want to change them. Here is what she is doing changing the look of her home to help disguise then feeling she has of the home while her husband was alive.

I then asked what you were looking for. I do not know. I then asked the questions are you looking for fun? Meaning frilly, cosmetic different look she said that is it. We now narrowed the each book to three pages. Then we were able to narrow the fixtures to 6 different fixtures until we brought it down to the four. Notice we have not talked about price as price meant nothing however when we started it meant everything. Until I knew why she wanted to own and she knew I cared enough to find out why she wanted to change. For those who must know we are over four grand on four water closets.

Buying motives by all means know them. It makes the small decisions the client makes easier and it allows us to find what they want, need, can use, and can afford. Having this information only enhances the opportunity. -rich34232

The purchase decision and the decision to buy are not the same thing.


Would you or anyone else who subscribes to this line of thought care to elaborate? -Johnny Fairplay

I will be happy to.



Lisa posted the following:

1. SALESPERSON - Customers decide if they like and can trust you.

2. COMPANY - What is your company's reputation? Is your company a good match for them?

3. PRODUCT - Is your product the right solution for their needs?

4. PRICE - Is your solution competitively priced? Is it a good value?

5. TIME TO BUY - Is now a good time for them to move forward with the purchase?

I filter much of what I read here in two ways. First, is the idea strategically sound? Second, is it consistent with what I have witnessed to be highly successful in the field in my own experience?

I found Lisa's five areas compatible through both filters. However, I immediately recognized that something was missing which I specifically had pointed out as "level of comfort with the decision to buy." That element's presence is imperative.

I learned that what Lisa had posted was from Action Selling, a training program that has been mentioned previously on this forum. When I investigated further, I found that Action Selling contains nine steps (They call them "acts") and exactly one third of those steps covers the imperative Comfort Level I spoke about, although they do not refer to it as comfort level. I also found that the Action Selling process was very similar to my own which has brought me an inordinately high conversion rate. For instance, their "progression of milestones which demands commitment objectives" is remarkably similar to my own "Progression of Consent."

Based on what I learned and my aforementioned criteria, I would not hesitate to endorse Action Selling as an excellent methodology. -Ace Coldiron

Barry Feig in his book HOT Button Marketing says there are 16 emotional buttons that get people to buy:

The desire for control
I'm better than you
The excitement of discovery
Revaluing
Family values
The desire to belong
Fun has its own reward
Poverty of time
The desire to get the best
Self achievement
Sex, love and romance
The nurturing response
Reinventing oneself
Make me smarter
Power, dominance and influence
Wish fulfillment -jdedwa11

I always remember the John Candy character in Planes, Trains, and Automobiles. He sold shower curtain rings to institutions, obviously because the writers thought "mundane" would add humor to his character.

But, you know--there probably are people out there selling shower curtain rings, wax toilet seals to hardware stores, carpet binding machines, tissue dispensers, packaging...on and on.

Do you feel that people selling such things would do well to memorize Barry Feig's list? -Ace Coldiron

Ace your reply didn't address my question. Lisa had posted the five questions previously mentioned and later wrote, "... I believe that those 5 buying decisions answer what the prospects motives to buy are." I am interested in knowing How specifically those 5 buying decisions answer what the prospects motives to buy are.

P.S. The five areas of salesperson, company, product, price, time to buy have been part of sales education long before Lisa's Action Selling. -Johnny Fairplay

Obviously.

I would think that we're not out to reinvent what works.

Before anyone attempts to answers any more of your questions, would you tell us what point you're trying to get across.

For instance, do you believe Lisa and the sales education you mentioned are wrong?

Spell it out. -Ace Coldiron

I don't believe those 5 buying decisions answer what the prospect's motives to buy are. I may be mistaken and will stand corrected if I am. If I am not mistaken then readers should know that the information they are getting is incorrect. -Johnny Fairplay

Fair enough and as it should be.

As a moderator here, it is not my role to make a case for Action Selling. As a member and sales professional with a serious interest in sales education, I endorse the program as excellent. -Ace Coldiron

Okay, I'm going to chime in here. First of all, this is a great conversation. I feel like eventually we're going to get to the bottom of things. I'd like to begin by saying Johnny, the five decisions are not mine, but Duane Sparks of Action Selling. He did the research, owns the company and authored the book as well as four others that describe the nine-step process Ace mentioned, the five buying decisions and many other concepts involved in the sales process. Also important to note... I work for the company as a product manager.

In answer to your probing question, those five buying decisions a prospect bases a decsion on are determined by how well the salesperson implements thier presentation. How specifically those 5 buying decisions answer what the prospects motives to buy are... is determined by a number of other factors. If those are the decisions they base the purchase on, there are a number of things that occur along the way. The HOW is in the salesperson and how well they plot out their sales process, which as you know is tailored to ever new sales endevour a salesperson encounters. As Ace mentioned, in Action Selling (BTW thanks Ace for reseraching and finding this out about AS) there are nine-acts of the sales process that are built around the (HOW) buyers decision making process. I will elaborate on them in a untraditional way that I'm hoping helps.

Act 1 The Commitment Objective
A goal that we set for ourselves to gain agreement for the customer that moves the sales process forward.
No commitment objectives, no sales call, - period.
Every sale is a series of steps, a progression of milestones and every mileston demands a commitment objective.
SALES CYCLE
Milestone: Commitment Objective:
1. Phone Call Schedule Needs Analysis
2. Needs Analysis Meeting Set Presentation Meeting with D-makers
3. Meet with D Makers Schedule Proposal Meeting
Present Product
4. Proposal Meeting GAIN SALE

You can shave 25% off your sell cycle time with a commitment objective.

If you skip vital Acts early on in the sales process, you will pay later.

Establishing a Commitment Objective takes place before the curtain rises on the actual drama – before the interaction with the client begins.

Act 2 People Skills
The five Buying Decisions are made in a predetermined order as follows:
Decision 1 Salesperson
Decision 2 Company
Decision 3 Product
Decision 4 Price
Decision 5 Time to Buy

All 5 Buying Decisions take place in a major purchase.
They are made in sequence. Our presentation must match the sequence of the Buyer’s Decision.

To gain a $50K commitment, you need a $50K relationship.
Great listeners ask great questions, take careful notes, and then summarize what they have heard.

Act 3 Ask the Best Questions
1. “Asking the Best Questions” lets you establish that you’re a good listener and that you’re genuinely interested in helping the client find solutions to his needs. In Action Selling’s terms, it helps you sell yourself. That’s the customer’s first buying decision.
2. It allows you to identify and clarify the best targets to aim at when you present your company and product – the needs that let you differentiate yourself from competitors by selling a solution, not a commodity.
3. It enables you to leverage the emotional side of the buying decision by further zeroing in on high-yield needs – the ones that have the greatest personal urgency to the client.
4. It allows you to sell strategically, and to adjust your Commitment Objective so that you can keep the process moving forward with the right people and at the right pace.
Act Dumb/ Dig Deep
Finds emotional needs..

Act 4 Agree on Need
From what you’ve told me you are looking for … (insert needs). Is that correct?
Whoever does the best job of uncovering needs for the strengths of their solution will WIN.
Back-tracking benefit: Uncover a minimum of 3 high-yield needs for your product.
To help – this process identify the feature if product, benefit, need and then note relevant questions and also leverage questions.

Act 5 Sell The Company
Acts 2, 3 and 4 sell the salesperson Act 5 you sell the company.
In Act 5 the salesperson changes roles and does more of the talking.
To sell your company – provide the answers to these questions
1. What does it do?
2. What is it known for?
3. Are we a good match?

Act 6 Sell the Product
Two thirds of the selling decision is found in Act 3
Tie – Back – connect to an agreed upon need
Feature – What is it?
Benefit – What will it do for the customer?
Reaction – How does the customer perceive this as a solution?
Repeat the TBFR process for each need. Save the most important ones for last.
Keep a TFBR – reserve in case you hear a stall when you ask for commitment.
At the end of Act 6 ask
Do you have any questions?
If they say No – head for the price
If they say Yes – head back to Act 3
Use the Word investment not cost.
Investment is more positive.

Act 7 Ask for Commitment
62% of all salespeople don’t close.
3 Reasons why salespeople don’t close
1. No plan
2. No procedure
3. Missed Opportunities
Never try and pressure, manipulate, trap or trick the customer into buying.
To ask for commitment:
1. Summarize – features and quote price
2. Ask – ‘How does that sound?’
3. Positive – Ask ‘Would you like to go ahead with this?’
Negative – Return to Act 3 and ask more questions.
A stall measures that the customer is not quite sold yet but has no specific reason.
With an objection, the customer has a specific reason for not buying yet.
Never challenge a stall.
Handle a stall by:
1. Say: ‘I understand’
2. Review: reinstate features the customer liked
3. Act 6: Add new TFBR
4. Act 7: Ask for commitment
When you ask for commitment the second time and don’t get it, what you will hear is almost certainly an objection.
Action Selling defines an objection as a customer response to an unasked question.
When an objection surfaces return to Act 3.
Handling Objections
1. Act 3 Ask the Best Question – clarify, qualify, identify
2. Act 4 Summarise objection as a need
3. Act 5 Positive Company Statement
4. Act 6 Present solution – TBFR

Act 8 Confirm the Sale
How to fight FUD - fear, uncertainty, doubt.
Do this by assuring, appreciating and scheduling a future event.
By scheduling a future event you have replaced the clients worry over the money they’ve just spent.

Act 9 Replay the Call
A professional salesperson will replay every call.
The best way to replay a call is to go over each Act and determine what worked and what you could have done better.
Great questions shine a light on problems or opportunities which gives you direction for later – the call….
You always learn something by replaying the call.

I hope this is moving in the right direction in terms of getting to the HOW Johnny. Please do let me know.

Lisa -Lisa Grimm

Nothing in your post explained to me how those 5 buying decisions answer what the prospect's motives to buy are. I don't believe anyone here would be able to make the connection either because there isn't one in my opinion. -Johnny Fairplay

-Lisa Grimm

I've not the opportunity to spend time on this right now, more than I already have on this, but to suggest that Lisa's process doesn't uncover buying needs, desires, motives through the use of proper questioning is to misunderstand the process and its effectiveness.

My own observation is that buyers buy when they are comfortable with the decision that they come to with the sales professional. This process of Lisa's is a process. It is structured, it is effective for the neophyte, the rookie, whether starting off or coming to realization you've stopped doing what you once did to become successul, and it covers the bases and keeps you prepared.

I'm not sure individual lights go off as it would in a pinball game when the puck/ball hits the right buttons in sales, at least I can't recognize them, but it must be like pornography, you know it when you see it.

Aloha... shds; ;bg -rattus58

You are fettered on your question which is much less important than the information that Lisa is taking the time to share here.

A major purpose of SalesPractice is to share information among members. Like most forums, sometimes debates and disagreements take place. All fine. As you might be aware, questions are an important part of threads like this, and even a greater part of successful selling. However, in the spirit of wanting to move this thread in a positive manner, I need to tell you that there is a line between questions and outright cross-examination of other members. I believe you are very close to crossing that line, and it would not be welcome on this forum.

If you have points to make--that's fine--providing you make them in a respectful manner. -Ace Coldiron

Lisa, I believe that your posts on this thread were a significant contribution to the purpose of SalesPractice.

Challenges to new information, or information that does not fit one's frames of reference are a dime a dozen. They are a small price to pay for enlightenment. -Ace Coldiron

I appreciate the words Ace. Both you and Rattus58 have been very helpful to me since joining the forum. Many thanks. I look forward to future conversations and posts.
sn; -Lisa Grimm

Am I to believe that the information Lisa presented has a bearing on or connection with the subject at issue which I understand to be Buying Motives? -Johnny Fairplay

You are to believe what you choose to believe.

In any event her posts are constructive and instructive on this thread.

You have stated your point that you don't agree with her. -Ace Coldiron

Now that we're on the topic of Buyer Decision Process let's discuss this further. First, we need to establish a framework for buyer's behavior as it relates to this topic. I will post a widely accepted model with a baseball example I found earlier, for the buyer decision process:

1. Recognition of Need (the throw needs to be made)
2. Information Search (who is open, who is going to be open)
3. Evaluation of Alternatives (who is the best option)
4. Decision to Buy (here goes the throw)
5. Post-purchase Behavior (he caught it-I can do that again)

The five buying decisions you named:

• Salesperson
• Company
• Product
• Price
• Time to Buy

...fall under "Evaluation of Alternatives" in the category of concerns, buying conditions often called "common concerns".

The presentation affords the salesperson the opportunity to address common concerns, and Others*, in a way that appeals to the prospect's unique motive(s) and satisfies his or her want(s) or need(s).

"It is important to know that people have, generally speaking, the same basic motives for buying, and that each person wants to satisfy a want or a need. Some of these motivations are dormant or unrealized, and an important part of the salesperson's job is to make the prospect conscious of them so that they will become active and arouse him or her to buy."

It is also important to know often the prospect's *Other concerns have the greatest impact on the "Decision to Buy". These *Other concerns are unique to the prospect's reality and are often left undiscovered and unaddressed by salespeople. It is these *Other concerns that "Change Management" shines a light on. -Johnny Fairplay