This is the one question that every sales person is seeking the answer to. If you know how to motivate people to buy, then you can increase your sales power. And wouldn’t that be good for your profit and your business?
So what really motivates people to buy?
It is often said that you should give people what they need, because that is what they are going to buy. That may well have been the case once but sadly today society has changed and people no longer buy what they need.
Instead they buy what they want and what they crave – hence people struggling to put food on the table, but have a 42” plasma TV, satellite system!
You need to present your product not as something they need, but as something they absolutely must have; make it so they crave your product and absolutely must get their hands on it.
People also buy because they want to get pleasure from what they buy. Someone doesn’t walk into a car dealership and buy a top of the range Mercedes because they need it; a Skoda or Toyota would have done the job just as well.
They buy the Mercedes because they want the pleasure that goes with it. Whether this is the comfort of the car, the joy of all the gadgets, or the fact that it is a status symbol – they drive a Mercedes! Whatever their reason it will be because they have associated pleasure with owning a Mercedes and so they buy one when they could have saved tens of thousands of dollars and bought a cheaper car!
Another reason people buy is because they want to avoid pain. Volvo are one of the best selling cars in Europe. Why? They are not the prettiest of cars, nor that expensive, nor are they of the perceived class of a Jaguar, BMW or Mercedes.
Volvo’s sell well because people want to avoid the pain associated with car accidents. Volvo’s are some of the safest cars on the market and as such appeal to people who want to protect their family and passengers.
Identify your target market and learn their pain – what problems are you solving for them with your product? Master closers are master problem solvers. To become a great problem solver you must become a great listener. Plus, you often will need to be creative in presenting solutions. Salespeople who talk more than they listen invariably kill more sales than they make.
Make no mistake, pushy salespeople create more pain than they reduce. The more you push, the more resistance you’ll get. This is NOT the way to increase your sales power!
Instead of talking the sale to death, become a great listener. Interview your customers. Find out what they really want and offer creative problem solving solutions offered in a painless fashion and you’re guaranteed to increase your sales power and close more sales.