Why do we buy?

In order to fully understand the sales process it is necessary to clearly establish what motivates us to exchange our �hard earned cash� for a particular product or service.

As sales people, if we can understand the reason behind the client�s purchasing decision then we are in a powerful position to promote how our product or service can become most attractive to potential customers.

When we purchase a product or service it is safe to assume that it will satisfy a particular need - the salesperson�s two strongest assets therefore are EMPATHY for the client�s needs and ENTHUSIASM for our product. These will greatly assist in getting people to buy from you.

THE PRIMARY NEEDS

SECURITY

Will your product/service make the client feel personally more secure?
Does the buyer want a safe solution that involves no criticism?
i.e. Will the buyer have to justify his decision to a boss or family member?

In sales, it is your job to provide the client with the best facts to justify his or her decision. Use as much ammunition as possible to prove that a product works - testimonials from satisfied customers are a powerful way of doing this.

EGO/PRESTIGE

The key factor here is whether or not your product will make the client feel that he/she has grown in stature. It is up to you to show why/how your product will do this for him/her. Such clients are often tempted by prime positions.

CONVENIENCE/EASE

Will your product make life easier for the client � Show him how.
Never make purchasing decisions complicated. i.e. �All you have to do is say yes and I�ll do the rest�.

FRIENDSHIP/CONTACT

Man is basically a gregarious animal. It is in our nature to want to be in a group, to be liked and respected.
Get to know Clients � �people buy people�
Never make a client feel that by purchasing your product he will alienate himself in any way.

MONEY/WEALTH/GAIN

Your clients should, if orientated, be open to arguments, which will make money for themselves or their companies.
It is usually not enough simply to say that buying your product will increase profits, you must show them how.

Now we understand why people buy, the next stage is to look at the emotional process they go through whilst buying