Friday, 21 January 2011

It is not ONLY about the Price - 12 key Buyer Motivators

(Finding from the Buyers' Views of salespeople research study- scroll down for link)

Price is important of course but consider these wise words:-

" It is unwise to pay too much, but it's worse to pay too little.

When you pay too much you lose a little money - that is all.

When you pay too little , you sometimes lose everything because the thing you bought is incapable of doing the thing it was bought to do.

The law of Business balance prohibits paying a little and getting
a lot - it can't be done.

If you deal with the lowest bidder , it is as well to add
something for the risk you run and if you do that you will have enough for
something better "
John Ruskin (1819-1900)

Sales professionals wishing to satisfy the needs of a client should understand the underlying motivators; the reasons why a client chooses to buy one product/service over another.

The buying motivators can be generally divided under two headings - Business (rational) motivators and personal (emotional) motivators.

In most buying decisions a sales professional should be looking to find out the buyer’s primary motivation along with any secondary motivators. The precise combination of motives will vary from individual to individual both in terms of their role and their client personality style.

Because of this we need to be aware of not making assumptions as to their prime motivation but undertaking a comprehensive investigation of their needs and wants to establish exactly what they are looking for from the product or service on offer.

To increase your chances of success it is useful for you to be able to appeal to both the rational and emotional factors and not just the rational side; for example, basing your appeal purely on price (gain/saving) alone.

By being able to appeal to as many of the 12 motivators as are relevant and important to your client your presentation will, in turn, be to the point and motivational.( this list is by no means exhaustive there are more than 12 of course)

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