There is no question, among the very best producers, that people buy for their own reasons, not for yours. In fact, their motivation to buy may have very little to do with the reasons why you think they should buy.
The actual truth is… People buy for two reasons only. And they are always the same two reasons. So if you want to make a sale, you must satisfy both reasons. You can ignore either of these reasons at your own risk.
Those two reasons are…
- Their ‘RIGHT reason’ for buying.
- Their ‘REAL reason’ for buying.
Their ‘REAL reason’ for buying is always emotional. It’s always about satisfying their wants. (Hope, desire and expectation). It’s always about benefits. And, it’s always about fulfillment of their hopes, desires and expectations.
Their ‘RIGHT reason’ for buying is always logical and objective. It’s always about their needs. It’s always about features… the reasons why their ‘real reason’ for buying will be met. It’s always about satisfaction of their logical needs.
Needs are what define markets, but remember prospects are human beings. They’re intensely emotional, which is why their ‘REAL reasons’ are always first in order of priority.
According to Neil Rackham, author of SPIN Selling, people decide to buy when, “the pain of the problem and desire for a solution have been built to the point where they are greater than the cost of the solution.”
Counterintuitive as it sounds, the very best salespeople are the ones that ask the most who, what, where, when, why and how questions. And, not just any questions, but smart questions posed in a systematic way. Then armed with the answers to their questions, they have gained better insights into the buyer’s world and will have earned the right to help them with a solution.
When you can get people to want what they need – including the realization that they really need it – then you’re well on your way to becoming a top producer and the trusted advisor that people will want to see.
Yours In Success,