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Personal Experience and the Business Purchase

When prospects make a purchasing decision, it is not always objective. After they have narrowed their choices to those that meet their business requirements, they must make a final decision. Their feelings and experiences usually influence this decision. Some common motivators include a need to belong, a need to feel special and a sense of obligation to the seller.

I Just Want to Belong

The desire to belong motivates some prospects to buy. Individuals who wish to belong want to make a worthy contribution, be a contender and be part of the "in" crowd. A fear of being left out may also motivate them. They may believe that decreased sales or a failure to compete will hinder their ability keep up with colleagues and be accepted by peers.

Selling to the Person Who Wants to Belong

The prospect who wants to belong may be motivated by a fear of being left behind. While tapping into this fear will help you close some sales, be careful. Some buyers may be scared off or feel bullied if you touch a nerve.

The goal is to use the prospect's uneasiness to develop a "healthy" fear of competition. Do this by showing him what he may lose if he continues to go without your service or what is at risk by delaying his purchase.

Using tangible examples and concrete sales figures add credence to your statements rather than having them perceived as threats. Do some research and identify which businesses or professionals your prospect respects. Create a list of your clients that he may wish to emulate. Prepare testimonials and offer names and numbers for references.

Isn't That Special?

Some prospects buy because it makes them feel special. While the previous prospect wants to be part of the crowd, this prospect wants to be admired by the crowd. She wants to have something new and exciting and be the one with the latest and greatest solutions. This person not only wants to be noticed, she needs to be noticed. If she lights up at the words "exclusive" or "elite," you may have success by appealing to her need to feel exceptional.

Selling to the Person Who Wants to Feel Special

If the prospect wants to be noticed, demonstrate to her how special your products and services are. If possible, provide examples of exclusive clients or industries that use your services. If a limited quantity is available, all the better.

Make sure she understands that she will be one of a few select businesses to offer such services. Help her see the connection between the uniqueness of your product and services and the uniqueness of her and her business.

Do I Have To?

Some prospects make buying decisions based on a sense of fairness. They decide whom to buy from based on a sense of morality and what feels right.

If you sense that prospects like to do business with a handshake or believe someone is only as good as his word, you may have success appealing to their sense of integrity and honor. Many times this type of sale comes from an established customer or someone who has purchased from you before.

Selling to the Person Who Wants to Be Fair

If the prospect makes deals with handshakes, simply appeal to his sense of equality. Go the extra mile, give more than your competitors do, and he will think that signing with you is the professional way to do things.

If he thinks that you've gone above and beyond the call of duty or that you have given more than your competitors, he may feel like he can't say no.

Be available and accessible at all times, not only when there's something in it for you. You never know when the prospect will say, "I'm glad you stopped by. I've been meaning to ask you some questions about your services."

Don't forget the thank you gifts. Nothing is wrong with offering to take prospects to lunch or sending small gifts, such as tickets to an event or coffee coupons. It's all part of building what will hopefully be a long lasting and mutually beneficial relationship.

While the purchase of a first home or bassinet will involve quite a bit more emotion than the purchase of a POS terminal or merchant services, feelings do play a part.

When researching buyers and making preliminary sales calls, look for cues that will provide insight into what motivates their purchasing decisions.

If you can tap into their emotions and experiences, you will be able to use them to present your products and services more effectively and ultimately close the sale.

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