Sales & Service Tip of the Week

Behind every favorable buying decision is a buying motive.  Buying motives identify what the product or service will do.  Buying motives establish how the customer gains.  It’s your job as a sales and service professional to uncover or discover the customer’s buying motives and equate them to specific benefits that the customer “sees” value in and is willing to pay for it.  Sounds easy, but it’s not!  The key is to appeal to customers’ emotions and feelings in order to surface their “true” buying motives so you can match your products and services to these motives, via benefits.  The complexity of the sale comes into play because people have different motives or reasons why they buy.  You can’t say the same things to all people.  If you can find their “pain” it will lead to a “gain”.  So memorize the following buying motives and apply to your specific products and services when you talk with your customers.  These buying motives are:  profit, safety, comfort, convenience, fear, envy and personal satisfaction.  Surface these buying motives of your customers and you’ll increase your sales!  Try it.  Believe it.  Do it.