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In
order to develop relationships with our customers, we need to understand
what motivates them to buy.
Every time we buy something, we do so to satisfy a need or desire. When
we are putting forward the benefits of our product to the customer,
we need to focus on the customer's dominant motive for buying.
Many salespeople make the mistake of thinking that this only applies
when selling direct to a consumer, and is different when selling business
to business. In spite of the ‘Decision Making Unit’ involved
in business purchases, the common factor to selling to industry or to
consumers remains the same. Each has a human motivating factors and
recognising that and working with it can, and will, give you the edge.
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