Why do people buy your product? There
are thousands of reasons, but surprisingly few motivations. Knowing
what those motivations are can help you sell your products and
services more successfully. Many think that price alone is the most
important factor in a deal. While price is a factor in every deal,
it is not the primary motivating factor in most of them. Let's
deal with several that often motivate sales more than price.
Remember, you only need one motive to close the deal.
Convenience – A customer motivated by
convenience loves the fact that you have what he needs, you know what
he likes and you can process his order without a lot of hassle on his
part. He is usually too busy to talk for very long and appreciates
that you understand that and can supply what he wants. Think of the
“one stop shopper”.
Service – This customer is related to
the one motivated by convenience. He wants you solve the problems
and provide what others can't, or won't. He doesn't want to have to
hold your hand through the deal, and is definitely not a “DIY”
kind of buyer. You won't see this customer bagging his own groceries
at the store.
Compliment – You can gain the ear of
this buyer with a sincere compliment. But don't try empty flattery.
If you point out what a lovely yard they have, and it is filled with
junk cars and old refrigerators, you lose. If you tell that same
customer that their things are too valuable to leave unguarded, you
may just sell them a fence. (If it is 6' privacy fence you can
collect extra commissions from the neighbors!)
Security – This isn't about access
control. A customer motivated by security wants to know that you
have the right product for the job, you stand behind the product,
and you have been around long enough to have a solid track record.
(This little pig builds his house out of brick!)
Performance – A customer motivated by
performance is interested in knowing that the product will live up to
expectations and has a track record of doing so. It is made right,
of the right materials, and is designed to do everything he needs it
to do.
Power – A power motivated buyer wants
to know they are in charge of every aspect of the transaction. They
need to know that you know who is in charge. Communication is
critical in a deal with a power motivated individual. They are the
decision makers, your job is to direct the deal by asking the right
questions to get them the answers they want.
Order – The purchase order number
must be on the invoice, the part numbers must match the quote, the
order must be there on the specified date, and if you have an
appointment with this individual, you want to be on time! (That
means 15 minutes early to some, you'll have to figure that one out!)
Purchasers motivated by order typically also like stability.
Changing vendors can be messy. If you can prove that you can fulfill
that need for order, you will likely keep this customer forever. Or
at least until the order is disrupted.
Price – This is the common
denominator in all deals. If it is the only motivation you can find
for a buyer to do business with you, prepare to live on very tight
margins. If you can identify and meet one or more of the other
motivations outlined here, price becomes secondary. People are
willing to pay for the things they need. They only demand lowest
price when they don't see you meeting any other motivation they have.
