Why People Buy (Part I)


Why people buy By Guy.E Baker (2000)

Perfect Practice makes Perfect
Working a defined process is the smart way to sell. The advantage to using a repeatable, predictable sales process is the consumer has time to evaluate what he really wants to do and you have the freedom to watch it happen. “On purpose” selling occurs when we use a process – a process that is compassionate, informative and provides added value.

The Truth will set you free
Develop a riskless sales method to eliminate the power of objections.

1. Prospect :  Carefully identify the prospect’s need for your product or service. You need to ascertain whether or not the person you want to approach really needs what you have to offer.

Once you have identified your prospect and establish your credibility, you must accurately and quickly communicate what you have to offer, and why, in your opinion you have the unique ability to help him. You must deal this issue in a non-threatening way which will allow the prospect to decide if he agrees with your assessment.

Does he in fact need your product or service? Is he willing to consider an alternative? Does he believe you can provide him with a path for evaluation? You are asking him to invest in you. Can you deliver?

This stage is the key to the opening interview – gaining access to second interview.

2. Open. If you both agree the customer should look further, then you must accurately gather as much information as you can from him. Be systematic and complete in the fact finding process. You have to climb inside the customer’s skin and think like he thinks.  The sale is made here, in the fact finding process.

Remember he will tell you what he wants to do. You have to develop good listening skills and use the skills to understand the prospect’s needs. Once you totally understand his current position, you can then formulate a plan design to accurately reflect his current situation.

3. Design.  The design/presentation functions are really a negotiation of sorts. You feedback your understanding of his needs and then, he hopefully respond by affirming or denying your understanding. This is an interactive process that continues until he feels you understands his needs and have accurately represented his alternatives. As you hone in on those needs, you begin to move towards a decision. Implementation occurs only when the prospect agrees the solutions you have presented meet his needs.

4. Implementation. This is commonly called the close. If you have done this correctly, the close is automatic.
The salesperson really sell problems, not needs, not solutions. The better we are at defining and communicating the real problems to our prospects and buyers, the better we will be at helping them implement the proper solution.

Sales Process


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