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| Marketing |
 Know When
They Buy - The First Commandment in Successful SalesBy Drew Stevens of Getting to the Finish Line The very first rule in the sales process is you must KNOW WHY THEY BUY. It is imperative to understand that consumers buy products/services for their reasons, perhaps to save money, get more competitive, or whatever. Your sales ability to hone in on the reason is the key factor to your success. Way before you begin to tell about your product, you must survey the client. Typically, this inventory is considered a needs analysis. This analysis begins with thorough questioning. Your sole focus is to understand how the client will benefit from your service. You must create a wilful desire to use your product so that they crave it. Remember, buying is based on emotion and the more you question, the more you focus on the actual desire, and the easier the sale. When you conduct your needs analysis, it is imperative to question the client on their wants and needs. These issues contrast each other and if you are not aware of the client’s desires, you can lose your sale. If you want to sell anything to anyone, it is imperative to appeal to a want or to a need. Are you familiar with both? A want is created by a desire or a lack. Buyers become remorseful if they cannot have the item that they want. Picture this, think back to the time when you were a child and it was three or four months before Christmas. Do you remember trying to be good for Santa? Do you remember watching the television and seeing all of the toy commercials? Do you remember Mom and Dad asking you about the gifts that you wanted from Santa? Remember the craving, the desire for the item? This memory is what you need to remember as you sell your product - the craving for the want, for the ‘lack’ without your product or service. A want helps fulfill the lack of the item. Needs are somewhat different. Needs are based on buyers ‘must haves’. A need is based on a lack but also an inability to do something without the item. Needs are typically necessary and are items such as office supplies, automobiles for necessary transport, or computer software programs. For example, you need an automobile to get to work, or you need particular clothing such as a suit or a dress for your job. Needs are practical items that assist you in every day life. When you conduct a thorough analysis of the buyer, you will begin to uncover these needs and wants. It is then your job to focus on the benefits of your product and how it fits with the buyer’s wants or needs. You must carefully question and then listen for the appropriate answer. If you are confused, paraphrase the question so that you completely understand the prospective client. Listen intently because eventually the buyer will reveal what they are looking for. Have you ever been told that there is a second level of wants and needs? Probably not. I want you to consider another step in the needs analysis and wants and needs process that I call personal and professional issues. In addition to general wants and needs, buyers purchase items because of personal and professional reasons. I mentioned earlier about questioning to understand how your product will assist the client. If you are speaking to one single person, it is easy to understand through proper questioning how your product will help the client. However, many of us sell to complex organizations where there are several people involved in the same buying process. Each person has a different want and need, and each person will have a particular personal and professional reason for negotiating a sale. To exemplify my point, consider trying to sell computer hardware to a medium sized organization. This organization has had computers in the past, but service and support has been an issue. This customer is looking for a ‘good deal’ at the best possible price. Your job is to uncover these and other issues to understand the ‘hot buttons’ so that you can focus on wants and needs. In this particular case, the customer needs quality, yet cost effective equipment. In most cases you will speak to two or three decision-making people. Each of them will try to make the correct choice based on company’s needs. Yet, there are personal motivations during negotiations. If the decision maker negotiates a ‘good deal’, he/she may be personally rewarded for watching costs, controlling vendors and obtaining the best deal. For the decision maker, personal triumph might come through a promotion, pay raise, or simply company recognition. This focus might net you future rewards. When you make the client look good, they remember. You might find yourself an unsolicited sale and possible referrals. Buyers are like onions; the more layers you unravel, the more you learn. Think of your buyer as an onion and peel the layers of wants and needs so that you can understand if they are personal or professional. The more you know, the more you reap. Once you know why they buy, each sale becomes easier. Drew Stevens works with organizations that strive to increase productivity & build morale for better profitability. Drew helps to protect profits & productivity through his international speaking and consulting services. He is a contributing editor of ‘Sales & Marketing Excellence’ & two sales courses entitled ‘Shut Up & Listen’ & ‘Top Sales Mistakes’. To contact Drew call 877.391.6821 or email drew@gettingtothefinishline.com |