Ask People To Buy

Ask people to buy.

Believe it or not, this is one of the biggest mistakes salespeople make.

They give their pitch, and then they fail to close.  They don’t ask people to buy.

So, always ask people to buy.  You’ll sell more.

Some call this ABC.  Always Be Closing.

There are many different “closes” that you can use.  One of the most basic closing techniques is the Order Form Close.  Simply assume the customer will buy, and start filling out the order form.

Always ask people to buy!

Closing – Decision Analysis Is Important to a Good Salesperson

Decision analysis is important to a good salesperson.

Knowing how your customer makes a decision gives you great sales leverage.  People make decisions for their reasons, and you must ask them for information about those reasons.

Instead of hoping that your prospects translate generic features and benefits into personally meaningful concepts, a professional salesperson learns what’s important to the buyer and presents his product accordingly.

To determine the personal hot buttons of your customers and prospects, ask these key questions:

What do you want in ________________? (answer = criteria)

What would having (criteria) do for you?

What features are most important to you?

How will you decide what _________ to buy?

What factors will influence your decision?

What are the things you like and dislike about (the competitor’s) product?

People Express Their Decision Factors in Different Ways

Although people tend to use consistent ways to make decisions, it is rare that someone would repeatedly describe these ways of deciding by using the same words.

The following list of important factors and their synonyms is provided in the book What They Didn’t Teach You In Sales 101:

advertising        reputation, name recognition, familiarity

alternatives       variety, selection, product line

appearance        looks, atmosphere, ambiance

cleanliness        looks, neatness, sanitary

convenience      location, proximity, near

help                   service, assistance, support

courtesy            consideration, service, respect

credit                 cash flow, bargain, discount

dependability    reliable, reputation, confidence

extras                gifts, incentives, bonuses

habit                  tradition, familiarity, sentimental

image                style, status, “in” thing

honor/honest     integrity, honesty, trustworthy

money               price, cost, charge

performance      durability, high standards, holds up

prestige             class, peer pressure

prompt              quick, speed

affiliation          relationship, friendship

quality              value, craftsmanship

reputation         referral, popularity

safety                security

suitability         appropriateness, applicability

times open        convenience, hours

Closing – Six Basic Buying Motives

In addition to the primary desire to survive, there are six basic buying motives that are popularly accepted.  These buying motives should be in the back of every salesperson’s mind during every sales effort.  These buying motives are what drive the benefits that salespeople must emphasize in their sales efforts.  The six basic buying motives are:

Profit or the Desire for Gain. (Save money; make money; economical; profit; thrift; getting a bargain; have money for other things; education.)

Fear of Loss. (Safety; protect property; protect health; ability to provide for loved ones; future security; save time; fear of not being able to afford things in the future; fear of not being able to keep up with inflation; prevent loss; long use.)

Pleasure. (Enjoyment; relaxation; convenience; comfort; ease; admiration from others; provide more for loved ones; luxury; good health; peace of mind; contentment; affection; become more attractive; beauty; save time; good food and drink; good housing; recreation.)

Avoidance of Pain. (Protection; relief of pain; security; less work; safety; good health; no worry.)

Pride. (Desire to possess; advance in skill; self-improvement; desire to succeed; ambition; style; high quality; latest fashion; prestige; status.)

Desire for Approval. (Social acceptance; affection; vanity; envy; learning; admiration; prestige; peer pressure; imitation.)

But, understanding the benefit is not enough.  Sometimes the prospect will weigh all the satisfactions he will get from your product against all the satisfactions he will get from the same money spent in another way.  Or several motives may compete in the prospect’s mind, and the strongest ones at the moment will win out.  A prospect may agree that your product or service will help him, but the fear that the money spent will force him to cancel or postpone something else may overrule his willingness to buy.  Yet at another time, that same prospect’s desire for pride can overrule his fear of loss.

If a salesperson can discover what the prospect really wants, and can direct his sales presentation accordingly, he has the key to the sale.  We all know about the Golden Rule.  But in sales, there is a more important rule – the Platinum Rule: Do unto others as they would have done unto them.  By whatever means he can, a salesperson must determine which buying motives will have the greatest effect on the prospect’s decision to make the purchase, and which are strongest at the moment.  Then he should stress the features, advantages, and benefits which will best encourage those motives.