The Sales and Business Development newsletter that is targeted at Ambitious Business Owners who sell high value services and who want to drive Sales Growth. I share EVERYTHING you require to LEARN buyer behaviours, ATTRACT more clients and GROW your business in less than 4 minutes per week. Current subscribers gain ideas and insights to save time and implement practical tips to grow their business. Why not join them?
The ONLY 2 Reasons why a Buyer Buys Something
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Good morning Reader The first is a… Problem The second reason is a Desire. Or as I often label it, a Want. A want to be thinner. A desire to learn a new skill. A desire for larger revenue numbers. The list is endless. But the power of the problem is greater than the demand of the desire. Consider the following situations.
As Human beings though, we are programmed to avoid pain and loss more than we are pleasure and gain. In fact 7 out of 10 of us will make a decision because of a drive to avoid pain than to gain pleasure. Tooth agony or unhappiness in front of the mirror? I know which one I would be prepared to put up with and most buyers are the same. We buy because we want to solve pain. But we are often very good at hiding the pain. Very good. My old cat used to hide the pain he had with injuries. I knew things weren’t right with him but did he want to show me? Did he hell! Why not? Because he knew I would put him in the carrier and take him to the vet. The vet would examine him and cause him stress EVEN THOUGH he was trying to help him. Buyers are the same initially. They will hide the pain and put up a front rather than admit they are struggling and need help. Like a new cat you meet for the first time, buyers need time and attention before they trust you. They want you to stroke under their chin or rub their belly before they open up. Proverbially speaking of course 😀 They want to feel important. Make them feel that way and they will maybe let you in and help solve the issues that concern them. Because that is what good salespeople do. They don’t sell. They solve problems. Problems that even the buyer (just like my old cat) doesn't realise they have. Or that they don’t want to admit. Don’t get excited though. Just because you solve their problem, It doesn’t mean they will automatically pay what you want though. My cat would still scratch the vet when he was being given his medicine…… We have to bridge the ‘Value Gap’ to achieve the results we really want. Stay tuned for next Saturday for that. Just focus this week on pain, challenges and issues. Those of your potential buyers. Become an expert in them. Get a PHD in their problems. Until next Saturday, stay focused on becoming a fly on the wall on the brain of your buyer. James How would you rate this edition? 🤏🏻 So-So |
James White
The Sales Growth Expert
The Sales and Business Development newsletter that is targeted at Ambitious Business Owners who sell high value services and who want to drive Sales Growth. I share EVERYTHING you require to LEARN buyer behaviours, ATTRACT more clients and GROW your business in less than 4 minutes per week. Current subscribers gain ideas and insights to save time and implement practical tips to grow their business. Why not join them?
Good morning Reader If a buyer doesn’t feel sure (or assured) that the service they are purchasing will work or achieve what they want, they say no. Or they will say ‘I will have a think about it’ which is the equivalent of saying no but just on a temporary basis. How do you overcome this? It is all about belief. You have to make the prospect BELIEVE that you can make their world a better place and bring to life the dreams you promise in the sale. Let me use an example that I often use when I...
Good morning Reader I've recently been thinking a lot about one of the biggest problems that so many small business owners and salespeople have, and that is a lack of confidence in their own history and story. Too often I meet with people who tell me that they haven’t achieved much or they don’t have a history that positions them for success. One of the first actions I take with new people I work with is to get them to focus on their own history and what they have achieved. I am always...
Good morning Reader Our job when we are selling anything is simple. Get inside their head. What are they thinking? What do they think and feel to [XX]? To get inside the buyer's mind, we must think like them. We have to get outside of our own shoes and our preconceived ideas. We need to be different. We need to think differently. The starting point of sales is RISK. Intrigued by what my Premium Email offers? Click here to find out more Let me be VERY VERY CLEAR about the reason why your buyer...