| What are you selling? If you're already rambling about | | | | product. |
| the benefits and features of your specific product, | | | | Different steps mean different motives |
| STOP RIGHT THERE! You're getting way ahead of | | | | Being in tune to your customer's motives means |
| yourself. Think of all the things you sell before your | | | | knowing what will motivate them at different points in |
| product or service. There are many fundamental things | | | | the sales process. For example, what motivates a |
| that must happen before an actual sale is made:o You | | | | person to listen to your presentation is different than |
| research.o You make contact.o You set up an | | | | what may motivate them to test your product. Let's |
| appointment.o You give a powerful presentation.o You | | | | say that you are selling copiers, and you are correctly |
| set up a trial of your product. | | | | starting at the top of the organization by speaking with |
| Chances are you will have to go through most, if not | | | | the CEO. Perhaps you left them a creative voicemail |
| all, of these steps with your prospect before they will | | | | or an informative fax with ways to increase |
| seriously consider purchasing your product. All of these | | | | productivity. These may interest and motivate them to |
| fundamental things can either be a step towards that | | | | give you ten minutes of their time for a presentation. |
| wonderful sale, or a devastating roadblock. If you get | | | | However, it may not motivate them to go through the |
| stuck at one, you may never make it to the sale. You | | | | time and effort of actually testing your product. |
| must see the sale as a broad picture and understand | | | | Different people mean different motives |
| exactly where you are in its progress at any given | | | | Keep in mind that what motivates your prospect may |
| time. You must have a clear objective of where you | | | | also depend on their specific role or position within their |
| want to go and understand the motives that will make | | | | company. Trying to sell a copier to the CEO of a |
| your prospect want to take the next step with you. | | | | company (who rarely makes their own copies) is very |
| Sell your way from one point to the next | | | | different from selling it to someone who works in the |
| "Selling your way" to the next step doesn't mean | | | | front office (who has to continuously make copies). |
| pushing your product on your prospect at the initial | | | | Chances are the CEO will be less impressed with the |
| contact and not stopping for a breath of air until they | | | | copier's easy to use features and incredible speed. |
| decide to buy. That kind of pushiness will only make | | | | They will probably be more interested in its contribution |
| your prospect want to avoid you. You are only selling | | | | to profitability and productiveness. Those who use the |
| your way to the next point, not to the actual finish line . | | | | copier will probably appreciate the specific features |
| If you are only trying to get information from a | | | | more and will have the emotional desire to buy it. If the |
| gatekeeper, then sell them on giving you that | | | | CEO is the decision maker, it is very wise for you to |
| information! If you are trying to set up an appointment, | | | | start there, because that person has the authority to |
| then sell the appointment! If you are trying to get your | | | | actually purchase your product. |
| prospect to try your product, then sell the trial! Sell only | | | | However, that doesn't mean that you should neglect |
| what you need to sell to get you to your specific | | | | the others in the company. The best way to use their |
| objective. | | | | motives to your advantage is to combine them! |
| Know what motivates your prospect to take the next | | | | Suggest an appointment with the CEO and those who |
| step | | | | would frequently use your product. Addressing all of |
| It's more important to learn why customers buy than | | | | their needs and motives will stir up the excitement and |
| how salespeople sell. Knowing an individual's specific | | | | emotion you're looking for and combine the desire for |
| motives is the key to creating a personalized | | | | the purchase with the authority to buy it! The only way |
| approach. This will keep them interested in what you | | | | to get closer to the sale is to know where you |
| have to say and encourage them to follow your lead, | | | | currently are in the sales process. Knowing where you |
| taking them closer and closer to that sale. Get as | | | | stand helps you define a clear objective to get to the |
| much information as you can about the company, | | | | next step and helps you discover what will motivate |
| people and the SPECIFIC application of your product. | | | | your prospect to follow. By motivating them to take |
| Knowing your customers well will result in the | | | | that next step, you will be leading them closer and |
| understanding of why and how they would buy your | | | | closer to the sale! |
