Knowing Why People Buy

Module 5: Things to Know Before Your Meeting Session Number: 34

Session Title: Knowing Why People Buy

Session Overview:

Many of our clients have a good situation and they don’t see a need to change. Maybe things are good right now but change is coming. Or maybe they have a problem but they can’t see it. Your job as a sales expert is to help them see into the future. 

Training principle: 

People buy from people they know, like, and trust. But they won’t buy from you for those reasons alone. They have to need what you’re selling. 

During this session, you will learn the following:

  • Why your prospects decide to buy or not
  • The concept of “Pleasure vs. Pain”
  • Understanding what your prospects want/need at each stage of the sales process

Step 1: 

Help your prospects understand the pleasure or the pain of making a change right now. Explain who you are and why they should listen to you. Use the Socratic method to help your prospect dig deeper to find solutions. If people are leaving your website without buying anything or if your employees are missing too much work because your worksite is making them sick, it’s time to take action. 

Step 2: 

Educate your client with the information that will help him make an educated decision. Don’t move to the next step in the process until your prospect is ready to move. Help your prospect recognize you as the industry leader.

Step 3: 

You might be tempted to skip steps in the sales process to move things along more quickly. If you do that, you’ll miss important opportunities to educate your prospect. After each meeting, help the prospect by identifying the information they’d like to have at the next meeting. 

  • Is there anything you’d like to know during the demonstration?
  • Is there anything you’d like to know prior to our proposal?

Tasks to Implement:

Empathize with your prospect as a way to help him move through the sales process. Find out exactly what he needs rather than guessing what he needs. Get the buyers to explain exactly what they want. 

Session Recap:

Buyers must recognize a reason to act if they are to make changes. Your role as a seller is to help him recognize the pleasure or pain associated with making those changes.