the psychology of sales
DESCRIPTION
TRANSCRIPT
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
The Psychology of SalesGetting Inside Your Customer’s Head
Craig James
Sales Solutions
Febuary 18th, 2005
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Agenda
How to use this medium Introductions Content Closing Q&A
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Key Themes
Buying is a complex process Buying is primarily emotional, not logical Buyers’ decisions are influenced by
numerous factors, many of which are not obvious
We can use this knowledge to increase our odds of connecting with customers, and to close business
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Why do people buy? Why do we buy?
As a consumer? As an employee or a business
owner?
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Business vs. Personal Needs
Business Needs Save money Improve
efficiency Streamline
operations Increase sales Grow market
share
Personal Needs Earn promotion Peer approval Learn new skill Recogniton by
senior exec More family
time More vacation
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Personal Needs Trump Business Ones!
When push comes to shove, WIIFM always wins!
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
So, what are we selling to?
Is our “pitch” targeted to Business Needs?
The features and benefits of our product
Personal Needs? Addressing the customer’s vision
of the ideal purchase
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Whom are we selling to?
Mutliple players, multiple agendas Executive Technical User CFO Gatekeeper
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Each has own set of needs (agenda)
Executive
Technical
User
CFO
Share price, personal stature
Easy to maintain, pat on the back
Easy to use, leave work at 5:00
Save company money, add to my bonus
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Not all players are created equal
Differing Degrees of Influence
Degree Degrees of Advocacy
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
The four elements of buyer “psychology”
Personal Agenda Dominant Buying Value Motivational Triggers Buying Style
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Personal Agenda
WIIFM? Earn promotion Peer approval Learn new skill Recogniton by senior exec More family time More vacation
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Dominant Buying Value
Opportunity to Gain
Fear of Loss
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Motivational Triggers
Money Performance Comfort/Convenience/Ease of Use Emotional Satisfaction
Approval, Prestige, Image. Pride Belonging, Acceptance Growth, Self-Expression Security, Safety
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Buying Style
Short-Winded or Talkative Cautious and Analytical, or Impatient Decisive or Indecisive Authoritative and Controlling, or Yielding Antagonistic or Relationship-oriented Confrontational/negotiation-oriented, or
accepting Focused on Immediate or Future
benefits
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
So what do we do with all this?
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
How do we determine their agendas?
Ask questions! What challenges are you personally
facing? What’s your biggest frustration? What’s your ideal solution look like? How would doing nothing affect you
personally?
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
How do we determine their Dominant Buying Value and Motivational Triggers?
Ask questions! What accomplishment are you
most proud of? What’s the best thing that’s ever
happened to you?
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
How do we determine their buying styles?
Observation! Listen to how they say what they
say - the verbal signs Read the non-verbal signs Sense what kind of person they
are
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Summary
Using Buyer “Psychology” to Sell More Effectively
Determine Roles Ask your “sponsor” Determine Agendas Ask questions about challenges,
frustrations, ideal solutions Determine Dominant Buying Values and Determine Motivational Triggers
Ask questions that get at personal goals and listen carefully to what they say and how they say it
Determine Buying Style Observe, listen, sense
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Closing Q & A
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
Sales Solutions
Service Offerings Skill Improvment/Enhancement Sales Process Improvement One-on-One Sales Coaching Outsourced Sales Management Sales Round Tables Motivational Speaking
Sales Solutions 877-862-8631. [email protected]. www.sales-solutions.biz
The Psychology of Sales
Craig James
Sales Solutions
877-862-8631
www.sales-solutions.biz