Why Do People Buy?
Why Do People Buy?
© Lloyd Lofton– 2010 http://lloydlofton.com/
Why Do People Buy 865-776-7632
Lloyd Lofton has 30 years of door-to-door, call center; business-tobusiness and needs based selling experience. He is a successful business leader who has led large sales distributions who produced 50 million or more a year in sales, who has led recruiting efforts that resulted in hiring more than 2,000 sales professionals in one year and who has trained hundreds of managers, from field sales leaders to executive level leaders. As Seen In:
Copyright © 2001 by Lloyd Lofton All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. © Lloyd Lofton– 2010 http://lloydlofton.com/
Why Do People Buy 865-776-7632
Why Do People Buy?
You go in and see a client, and in 30-90 minutes, you leave with a check. When you come in, the prospect wasn’t expecting to buy, much less write a check. So why did he give it to you? Prospects can like your product and feel that its price and benefits are better, yet they don’t buy. Crazy? Not really. After all, a prospect is motivated to buy, not by the height of your logic, but by the depth of your conviction. All information does is answer the questions and substantiate the client’s predetermined attitude toward you and your product. Information Doesn’t Sell—People Do! Your process, as mentioned above, is not a rational process. Go in cold and leave 45 minutes later with a check, and the prospect’s only previous contact was over the telephone. Logical? Hardly! So why present your program logically? A rational client will want to think it over or show it to someone else for approval. You need to MOTIVATE the client to make a decision today and take positive action!
Motivating Clients to Buy
In order to motivate your prospect to buy, it is necessary to achieve the following objectives: DISTURB THE CLIENT by showing him the loopholes in his current product/service, which will open him up to the type of he can have. EXCITE THE CLIENT by filling the loopholes with solid benefits. APPEAL TO GREED by illustrating either a savings in price or potential savings in curent costs.
“Feeling Oriented” Criteria
In addition, there are certain “feeling oriented” criteria that, when met, will lead to a sale. They are: THE PROSPECT LIKES YOU. THE PROSPECT TRUSTS YOU. THE PROSPECT RESPECTS YOU. THE PROSPECT BELIEVES, WHEN YOU LEAVE, HE IS BETTER OFF THAN BEFORE.
© Lloyd Lofton– 2010 http://lloydlofton.com/
Why Do People Buy 865-776-7632
Buying and Emotional States
ENTHUSIASM ENERGY AND EXCITEMENT SELL
A prospect who buys does so in an emotional state. This gets the client away from logical thinking. If you could sell by teaching the client about your product or service, you wouldn’t earn such high commissions along with trailing income (if applicable), deferred compensation, and bonuses. THOSE WHO SELL LIKE TEACHERS WILL TAKE HOME A TEACHER’S SALARY. If enthusiasm and positive energy aren’t the primary factors in selling, why is it that a brand-new salesperson can often out produce an experienced, informed salesperson? It’s not because the new salesperson has superior knowledge. It’s because ENTHUSIASM, ENERGY AND EXCITEMENT SELL!! Sell the “Concept” and tell the story as often as possible. BOTH YOU AND THE CLIENT CAN WIN.
NOTES: _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ © Lloyd Lofton– 2010 http://lloydlofton.com/
Why Do People Buy 865-776-7632
Success Depends on Some Basics
Success in sales depends upon some basics. 1) Be sincere with people. Too many sales people act in a manner that seems artificial or they only feign interest in their prospects' problems and concerns. People are smart and see right through such insincerity. Prospects don’t care how much you know till they know how much you care. 2) Constantly hone your communications skills. 3) Listen to your customer, understand his or her wants and needs, and only then determine whether or not you can deliver the solution to meet those wants and needs. If you approach a prospect with a solution before understanding the problem you are likely to be wrong about the solution. Remember the product is the solution, a solution solves a problem and the way you know what problem the prospect feels they have is to ask questions. 4) The best sales people ask a lot of questions and genuinely listen to the answers before speaking again. 5) Your prospects are all different so you should treat them differently. 6) The best sales people listen much more than they talk. 7) Find out what your prospects want and then give it to them. It is ok for the prospect to buy for their reason; they don’t have to buy for your reason. 8) If you cannot give your prospects what they want, tell them so.
NOTES: _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ © Lloyd Lofton– 2010 http://lloydlofton.com/
Why Do People Buy 865-776-7632
© Lloyd Lofton– 2010 http://lloydlofton.com/
Why Do People Buy 865-776-7632
Lloyd Lofton has 30 years of door-to-door, call center; business-tobusiness and needs based selling experience. He is a successful business leader who has led large sales distributions who produced 50 million or more a year in sales, who has led recruiting efforts that resulted in hiring more than 2,000 sales professionals in one year and who has trained hundreds of managers, from field sales leaders to executive level leaders. As Seen In:
Copyright © 2001 by Lloyd Lofton All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. © Lloyd Lofton– 2010 http://lloydlofton.com/
Why Do People Buy 865-776-7632
Why Do People Buy?
You go in and see a client, and in 30-90 minutes, you leave with a check. When you come in, the prospect wasn’t expecting to buy, much less write a check. So why did he give it to you? Prospects can like your product and feel that its price and benefits are better, yet they don’t buy. Crazy? Not really. After all, a prospect is motivated to buy, not by the height of your logic, but by the depth of your conviction. All information does is answer the questions and substantiate the client’s predetermined attitude toward you and your product. Information Doesn’t Sell—People Do! Your process, as mentioned above, is not a rational process. Go in cold and leave 45 minutes later with a check, and the prospect’s only previous contact was over the telephone. Logical? Hardly! So why present your program logically? A rational client will want to think it over or show it to someone else for approval. You need to MOTIVATE the client to make a decision today and take positive action!
Motivating Clients to Buy
In order to motivate your prospect to buy, it is necessary to achieve the following objectives: DISTURB THE CLIENT by showing him the loopholes in his current product/service, which will open him up to the type of he can have. EXCITE THE CLIENT by filling the loopholes with solid benefits. APPEAL TO GREED by illustrating either a savings in price or potential savings in curent costs.
“Feeling Oriented” Criteria
In addition, there are certain “feeling oriented” criteria that, when met, will lead to a sale. They are: THE PROSPECT LIKES YOU. THE PROSPECT TRUSTS YOU. THE PROSPECT RESPECTS YOU. THE PROSPECT BELIEVES, WHEN YOU LEAVE, HE IS BETTER OFF THAN BEFORE.
© Lloyd Lofton– 2010 http://lloydlofton.com/
Why Do People Buy 865-776-7632
Buying and Emotional States
ENTHUSIASM ENERGY AND EXCITEMENT SELL
A prospect who buys does so in an emotional state. This gets the client away from logical thinking. If you could sell by teaching the client about your product or service, you wouldn’t earn such high commissions along with trailing income (if applicable), deferred compensation, and bonuses. THOSE WHO SELL LIKE TEACHERS WILL TAKE HOME A TEACHER’S SALARY. If enthusiasm and positive energy aren’t the primary factors in selling, why is it that a brand-new salesperson can often out produce an experienced, informed salesperson? It’s not because the new salesperson has superior knowledge. It’s because ENTHUSIASM, ENERGY AND EXCITEMENT SELL!! Sell the “Concept” and tell the story as often as possible. BOTH YOU AND THE CLIENT CAN WIN.
NOTES: _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ © Lloyd Lofton– 2010 http://lloydlofton.com/
Why Do People Buy 865-776-7632
Success Depends on Some Basics
Success in sales depends upon some basics. 1) Be sincere with people. Too many sales people act in a manner that seems artificial or they only feign interest in their prospects' problems and concerns. People are smart and see right through such insincerity. Prospects don’t care how much you know till they know how much you care. 2) Constantly hone your communications skills. 3) Listen to your customer, understand his or her wants and needs, and only then determine whether or not you can deliver the solution to meet those wants and needs. If you approach a prospect with a solution before understanding the problem you are likely to be wrong about the solution. Remember the product is the solution, a solution solves a problem and the way you know what problem the prospect feels they have is to ask questions. 4) The best sales people ask a lot of questions and genuinely listen to the answers before speaking again. 5) Your prospects are all different so you should treat them differently. 6) The best sales people listen much more than they talk. 7) Find out what your prospects want and then give it to them. It is ok for the prospect to buy for their reason; they don’t have to buy for your reason. 8) If you cannot give your prospects what they want, tell them so.
NOTES: _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ © Lloyd Lofton– 2010 http://lloydlofton.com/
Why Do People Buy 865-776-7632
