Nov19
Why Do People Buy?
Posted by Nick in Sales Training To Improve Sales Results | 0 Comments
File under why do people buy
Why Do People Buy?
There are many good responses to a question that has always been on sales trainer’s radars. “Why Do People Buy?” Article on why do people buy.
The problem is that “selling” is an art and not a science. One plus one will always equal two in science. In “sales”, there are no absolutes and the same is true with buying behavior. The best we can do is to increase our probabilities for success and that, in it self, is important work that pays big dividends. So, why do people buy? You could sure increase sales if you could answer that question.
Question: Why Do People Buy?
Quite a few years ago I searched for a unifying theory that explained “needs”, “wants” and even “impulse” purchases about why people buy. I also wanted this unifying theory to explain why people buy for every sales arena (Retail, Wholesale, B2B, B2C, Tangibles, Intangibles, Technology, Commodities, etc,). After a few months, I reminded myself that we are working with an art form and therefore the best I could do is come up with something that covers the most ground on why people buy. I’m comfortable with my belief that people buy to solve problems when they perceive they can afford the solution.
People buy benefits and the benefit is life without the problem or life with an opportunity to improve. You see, you also have a problem if you are not addressing an area that should and could improve. People never buy a product, they buy a solution. That’s why people buy. I hope you’ll remember this advice about strategic selling.
You know there are exceptions so this is not a scientific formula or an absolute rule. “Selling” is art, not science. At time, the prospect is unaware of the problem. They don’t know that there is a better, faster or less expensive way of doing something. Salespeople need to uncover not only the problem, but also the pain associated with it.
Buying Behavior And Why People Buy
If there is something I feel I can afford that could make me “feel good”, but I don’t have it, that’s a problem.
If there is something I can afford and I “want” it, but I don’t have it, that’s a problem.
If there is something that could save me money, and I don’t have it, that’s a problem.
If there is a cost justified solution to a problem that I “need” to solve, but I don’t have the solution, that’s a problem.
If a government agency has to spend budgeted funds, and they are not spending, that’s a problem.
Generally, we solve the problem by buying the solution. That’s why people buy.
People also need to “feel good” about the salesperson, their new vendor and the deal they struck. They must also feel absolutely great about the “solution” they just acquired and the benefits they will soon be enjoying. Never think that “solution selling” is void of emotions. You need to understand these points to understand why people buy.
Why People Buy A Product
Please don’t point out exceptions because I’m sure there are some. I’m comfortable with my belief that in the vast majority of cases, people buy to solve a real or perceived problem with a solution that appears affordable. I train salespeople to uncover those problems and how to present their products or services as a cost justified solution. In that process, they make prospects “feel good” about making a purchase and deciding to solve that problem. They also discover the skills they will need when it comes to overcoming sales objections.
I’m not saying I came down from a mountaintop with the absolute answer to why people buy. All I’m saying is focusing on problems and solutions has helped many salespeople make a lot of money. I’m also saying that I’m sure those salespeople “feel good” about the sales training they received and the benefits they are now enjoying. My goal is to help salespeople close more sales.
To learn more about why people buy, check out my sales process training.
Nick Moreno, Sales Trainer
National Sales Center, Sales Training Company
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