Selling


Why People Buy?

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Why do people buy? They buy product and services to move them from the situation they are in to a situation they would rather be in. Their ‘need’ is the gap between where they are now and where they want to be in the future. Many salespeople often believe that sales process hinges on their products solely. But some customer do not really care about the products. They focus on their own ‘need’.

It holds true that customers buy a product that will move them from their present situation to a better one whether an individual buys a bar of chocolate or a corporation places a multi-million dollar order for a computer system. If your product fills that needs, act as the transportation from where they are now to where they want to be, the customer will buy it.

However, there are two sides to a need; a move towards a desired solution, and a move away from a problem situation. When there is a difference between what you have and what you want, the energy for the change may come either from dissatisfaction with the present or the attraction of a more satisfying future. Usually it is a mixture of both.

Life insurance holds the double-benefit of taking you towards a lump sum payout on retirement while ensuring your family avoids hardship in the event of death. A new car can take you towards improved status and prestige and away from the fears of breakdowns, increased repair costs and the discomfort of public transport. The bigger the current problem, the stronger the motive to move. The more uncomfortable the present situation, the stronger the motivation to change. How attractive a loaf of bread appears depends on how hungry you are……

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