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Sales skills training -- why they buy, and what that tells youSales skills training --- why they buy. Here we'll be examining the four main reasons why prospects buy: basically, because they recognize they have a need for something like your product, and because they feel a need for the particular solution you offer. In the next segment, we'll examine three fundamental ways of helping prospects recognize when they have a need for the product or service you offer. Quick review: organizations, and the Decision Makers within them, buy only when they arrive, consciously or sub-consciously, at solidly Yes answers to four questions. 1. Do we face a need? 2. Is that need significant enough to justify our spending some money to fill it? 3. Will this product or service actually fill that need? 4. Will it fill the need better or more cost-effectively than other approaches? Now we’ll be examining the impact of the first two of these questions on how you go about selling your product or service. The point is that, before potential clients will buy your services, they must be convinced that they face a problem (or need) that your work can solve for them, AND that the need is significant enough to be worth investing time and resources to fill. Typically, the prospect (or "Decision Maker") will not at the start feel a strong sense of need. The status quo may not be perfect, but it seems adequate. Thus to make the sale you will usually either help CREATE (from scratch) or ENHANCE (make stronger) that sense of need. To accomplish that, help the DM understand what those unfilled needs are costing, both directly and indirectly. In some cases, the Decision Maker will already be aware of the need. But caution: even if that key Decision Maker and others in the organization already acknowledge the need, it's nonetheless good practice to take the time to enhance or strengthen that sense of need anyway. The stronger their awareness of these needs, and the implications of not filling them, then the more open they will be for what you offer. For more, check these related free sales training articles and free selling tutorials: THREE WAYS OF HELPING THE PROSPECT RECOGNIZE NEEDS FOR WHAT YOU OFFER
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