Gaining Sales Using Buyer Motives and Pain Points
Gaining Sales Using Buyer Motives.
In “How To Sell Your Way Through Life”, best selling author Napoleon Hill gives advice to sales people on how to reach supersalesmanship. He lists many qualities, attributes, and skills the supersalesman must have to be successful throughout his book. This article focuses on how a sales person can persuade their buyer based on Hill’s Nine Basic Motives to which People Respond Most Freely. Hill describes a supersalesman as being a character analyst, which means knowing your buyer. To do this effectively the sales person must first understand the buyers finances, their need for the product, and their reason to buy. Once you answer all three questions, then you are able to identify which of the Nine Basic Motives the potential buyer uses. This will allow the supersalesman to create a tailored sales pitch. Gaining sales using buyer motives also involves the greatest skill of all – listening!Supersalesmen know their buyers inside & out. The ultimate character analysts! #sales Click To Tweet
The Nine Basic Motives to which People Respond Most Freely:
Self Preservation – This motive may be easier to see than some of the others because this potential buyer is mainly worried about him or herself. The concept of self-preservation may take the perspective buyer back to his or her basic human instincts of survival. In this case that could mean survival of the individual or their business. The salesperson must appeal to these instincts.
Financial Gain – Most people you meet in business want money to grow their business, to support a cause, or for their own enjoyment. Identify which one particularly to appeal to this motive. If you are having trouble identifying which of the nine basic motives your prospective buyer falls into, this is usually a safe bet.
Love – Since the beginning of the written word there have been stories published about people taking crazy chances all in the name of love. If you have a product or service that lends itself to this concept then you are in luck. However, other sales pitches may have to work harder to appeal to this motive.
Sexual Urge – This motive may not be as obvious or may never come up in your professional life. It is important to take note that Hill has identified it as a top motive of your potential buyer, which means you must at least keep it in the back of your mind.
Desire for Fame and Power – Like some of the other motives, this motive may be blinding. Prospective buyers consumed with the need for fame and power are usually willing to do whatever it takes to achieve it. If you can help them meet these goals then you already have the core of your sales presentation.
Fear – Fear takes many forms and can make people do many things they may not usually do. This motive may go hand-in-hand with self-preservation (or it may not). Although Hill put fear towards the end of his list, many current psychologists claim that fear is the number one motivator in humans today. For many prospective buyers fear may mean that something big or important is about to happen. But they may not realize that they must be ready to embrace growth and be willing to fail to succeed. This is where your sales pitch comes in. You must convince them that the alternative makes it all worth it.
Revenge – Revenge, like fear, is a negative emotion. Appealing to a negative emotion to make a sale is risky, but can prove to be effective when necessary. Appeal to this motive with caution. Always make sure you think of the possible outcomes before continuing.
Freedom (of Body and Mind) – A buyer seeking freedom is looking for a product or service that will allow them to achieve personal happiness. This may mean they need money to achieve their freedom, but it could also mean something else completely. Be sure to you interpret this buyer with care to understand exactly what they need from you.
Desire to Build and Create in Thought and Material – It is important to keep in mind the passion that many buyers have in regards to their products or companies. This is especially true of small business owners who may have already invested everything they have in their dream. Appeal to this passion by focusing on their innovativeness.The best way to get to know what #motivates your buyer is to listen to them. #sales Click To Tweet
You may ask, how do I qualify the prospective buyer and identify their top motive(s)? The answer is simple; listen. It may surprise you how much knowledge you are able to gain by listening and asking pertinent questions. However, Hill explains, “If his prospective buyer has no outstanding motive for buying, the supersalesman creates one for him, knowing that a motive is essential in closing a sale”. It is important to keep in mind that the more motives you are able to identify for the perspective buyer, the more persuasive the sales presentation will be.
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About Our Guest Author!
Halley Barnes is a graduate student at Rutgers University in the field of Communication. She recently graduated from Rutgers University with a bachelor’s degree in Communication with a specialization in Public Relations and a dual minor in Digital Communication, Media, and Information and Psychology. She spent four years as a member of the division one Rutgers Women’s Lacrosse team where she served as the captain of the team her senior year. She was also named a member of the Big East All Academic team her freshman and sophomore years, and a member of the Big Ten All Academic team her junior and senior year. As an undergraduate student she made Dean’s List all eight semesters and was the keynote speaker at the 2015 Rutgers Alumni Leadership Conference. She was also inducted into various honor societies including Chi Alpha Sigma, National Society of Leadership and Success, and the National Society of Collegiate Scholars. Halley loves traveling, trying new food, going hiking and kayaking, and spending time with her family.