National Sales Center

The Keys To Motivating Prospects And Buyers

Thank you if you have been following my posts. As you know, I took some time off and spent it with family. It was great and now I’m back with a revived freshness. I’m eager to get started so let’s begin with some advice about motivating buyers and prospects. Can you think of a more important topic for salespeople?

Salespeople that are not enlightened attempt to sell products and services by presenting information on how those products function and operate. That’s a weak way to motivate prospects and buyers. Who care about how a product functions? Those that follow my work know that buyers are motivated by benefits. The length of a mop’s handle does not motivate potential buyers. Instead, those prospects are motivated by the benefit of having a clean floor. So, sell the clean floor and not the mop!

Our focus on benefits gets us thinking about positive things. Prospects can save money or be more productive. If prospects elect to purchase a product, these are the benefits they will enjoy. The focus is always positive. While it is appropriate to motivate prospects with positive benefits, the top pros take it one step further then appealing to a buyer’s desire for gain.

We all know about motivating prospects by appealing to their desire for gain. “Buy this and you’ll get these benefits”. That’s the way most of the world sells things. However, my sales training is all about not sounding like every other sales rep and earning their less than adequate commissions.  Those that know my work know that there is a stronger motivator than the desire for gain. I’m not saying we should abandon the desire for gain as a way to motivate prospects. However, if you want to take it to the next level, you must include the “fear of loss”.

People’s first instinct is to hold on to what they already have. They’ll fight to protect and preserve their possessions and belongs. The fear of loss is an extremely powerful motivator and the top reps know how to use it as a way to motivate buyers and prospects. Let’s best understand how to apply this motivator when selling a product or service.

You sell the fear of loss by focusing on the negative aspects of not having the benefits others are enjoying by using a product or service. So, instead of just telling a prospect that they will save money, include something about “stop loosing your money”. Can you see the power behind that statement?

Your product or service may make people or companies more productive and that’s great. However, what about adding something about how they no longer have to waste their time and energy. You product or service is an opportunity to put that behind them.

I hope you’ll remember to use the fear of loss when attempting to motivate a buyer or sales prospect.
To your sales success!

Nick

Tags: Sales Training