Ask for the Order! by Pearce Flannery

Author:Pearce Flannery
Language: eng
Format: epub
ISBN: 9781846210389
Publisher: Oak Tree Press

Understand the Buying Motives of a Prospect

Experienced professional sales people always strive to understand the buying motivations of their clients or prospects. Only by taking the time to identify and anticipate the needs of your potential customer can you position yourself to solve their problem.

When looking at a client’s motivation, remember that clients do not buy products or services. They never have needs for products or services, as such. But they always have the need to buy good feelings and / or solutions to problems. A customer’s needs are often emotional rather than logical. The more you know your customers and the more you understand their motivations, the better you become at meeting their needs.

This is a hugely important point. People buy only two things and two things only, with NO exceptions. They buy:

• Solutions to problems; and / or

• Good feelings.

By identifying which of these is the client’s primary buying motivation, you will be in a much better position to address the client’s needs.

Remember also that people always try to avoid risk, wherever possible. The whole insurance and financial services industry is built on this premise. People always pay a premium to avoid risk, hence the higher cost of brands with a higher perceived quality. Emphasise the avoidance of any risk with your offering and you are immediately at an sales advantage.

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