Why people buy

Extract from The Single Sales Principle, by Mark Blackmore Based on our discovery that Top Performers are customer-centric, not sales-centric, rather than studying salespeople (our old approach) my business partner at Lammore Consulting, Tim Haslam, and I turned our focus onto the customer. What are the reasons people buy and, just as importantly, what prevents them from making a purchase?

We commissioned One-Poll to survey a wide range of people from varying demographic groups. The results were emphatic. Emphatically obvious! So obvious in fact we wondered how wed missed it before: The reasons people gave for not making a purchase included:

The salesperson didnt understand my needs The salesperson didnt understand his product I felt too pressurised The price I was quoted was too high The salesperson didnt come back to me

The reasons people gave for making a purchase included:

The product ticked all of my boxes The product looked great I trusted the brand It was good value I liked the colour

Notice anything about the two lists? The reasons people didnt buy all featured the salesperson, whereas the reasons why they did buy all focused on the product. It taught us that salespeople are like wigsyou only notice the bad ones! Great salespeople are able to sell without the customer realising they are being sold to. Using the One Poll survey we were able to identify the key elements that have to be present for an individual to make a purchase. It wasnt difficult. There were three clearly definable components that kept emerging in successful sales, and were missing in unsuccessful sales. Not sometimes, but always. We soon realised that, like a chemical equation, they followed a simple formula; a fundamental principle. And no matter which way we looked at it, it always came back to this single principle. This is why we called it the Single Sales Principle.
www.eduexperts.blogspot.gr

Here it is:

People buy when a Compelling Need is met by a Credible Solution that offers Perceived Value.
This is the single most important principle of selling. If you achieve the Single Sales Principle in every sales call, I promise that you will never lose a sale again! I also guarantee that every sale you didnt make was because you didnt deliver the Single Sales Principle. Simple. Too simple? Well, as Jim Collins claims in his book Good to Great, Freud, Darwin and Einstein all had one thing in common. They took a complex world and simplified it. And Single Principled Salespeople do just that. They understand that selling doesnt have to be complicated. They simply make it easy for a customer to buy. Billy Wright was the first footballer from any nation to win a century of international caps and still holds the record for captaining England 90 times. I love his philosophy on defending: I only had two things on my mind: to win the ball and then give the simplest pass I could to the nearest team-mate. Simple.

*****
About the author

This article is hosted on the website of the Executive Education Experts Copyright belongs to the author Executive Education Experts . .
www.eduexperts.blogspot.gr