To Buy or Not to Buy? Motivating Your Customers to Take Action!

All customers have a choice to make. Sometimes that choice is between your product and your competitor's, but sometimes it's not. Often, the customer's choice is simply whether to buy your product or nothing at all. If this is the actual choice your customer faces, it is important to determine this early in the conversation. Doing so will help you to use a tone and message that directly relates to your customer's emotional reasons for considering your product.

There are some salespeople who are so focused on why their product is good and their competitor's is bad that they forget about the actual customer. Your customer wants a solution to their problem, and the only way to solve that problem is by understanding why they came to you in the first place. They want your attention to be on them, not your product.

Talk about their individual buying motives for their purchase, not the technical or logical reasons why they should buy your product. This may seem counterintuitive, but it will encourage your customer to take action, and will create an environment where your customer will want to take that action with YOU.

When a customer is deciding whether or not to act on the desire to buy a product, you must be able to point out the many benefits of acting on that desire now. Luckily, customers often understand that if they decide to do nothing, they will not enjoy the benefits of using your product. Draw on their desire to enjoy your product and create an environment where they will feel comfortable gaining it immediately.

Sometimes, customers may not want to deal with the hassles of making a purchase and may feel comfortable succumbing to the simplicity of waiting and doing nothing. Your job is to make the purchase as smooth as possible and to eliminate any potential excuses for a decision to wait. You can eliminate these excuses by creating an atmosphere that will ensure that the purchase will be a smooth transaction and risk-free.

Making the purchase a smooth transaction means eliminating any unnecessary steps that make the act of purchasing long and painful. Reduce as much of the technical paperwork as you can and try to make the decision to buy the last decision they will have to make. Simplifying the transaction will make their experience easier and more rewarding, and they will enjoy doing business with you.

In order to take away the perceived risk of doing business with you, you can allow them a grace period in case they change their mind. You can also have some sort of guarantee that comforts them and reassures them that they are making the correct decision. Product trials also work well in gaining your customer's trust in you and your products. Do anything you can to help make your customer's decision to try your product an easy one. When they do not feel a risk in buying from you, they will feel comfortable making the decision to take action.

Lastly, follow through with your customer after the purchase and reassure them that you and your company will support them throughout the life of your product. This needs to be more than a manufacturer's warranty and more heartfelt than telling them of your company's 97% satisfaction rating. Be personal. Be sincere. Look them in the eye so that they believe that their happiness is your goal.

Eliminating the hassle and risks of the purchase will help your customer to focus on the benefits of taking immediate action in purchasing your product. Your customer will see that you understand the specific decision they face and will feel comfortable buying from you. When you use a tone and message that encourages them to take action, they will feel motivated and will have no excuse to wait. They will enjoy the benefits of their purchase and you will enjoy the benefits of the sale.

Tom Richard is the founder of http://www.trainactive.com The first website that allows you to train your sales people at the pace that is most effective and most comfortable for them. Tom Richard is also the author of several weekly ezines. Visit http://www.tomrichard.com to subscribe.

In The News:


pen paper and inkwell


cat break through


How to ASK for Business -- WITHOUT appearing Pushy --

GIVING Vs "SELLING"Never lose sight of the importance of providing... Read More

5 Tips to Choosing a Direct Sales Business

With hundreds of direct sales companies out there, how do... Read More

Secrets to Buying Without Being Sold

Have you ever asked yourself, now how did I let... Read More

Stop Talking - Start Selling

Selling is not talking. It's listening. You may have heard... Read More

How to Leverage Your Influence

Why do we get into sales? Typically it is two... Read More

How To Sell Your Products or Services on Value And Stop Selling On Price Alone

Have you ever met with, or talked to a prospect... Read More

Powerful Words

Hi, I'd like to discuss the most powerful words you... Read More

Where to Find Mannequins for Sale

Any time a clothing store opens or expands, they must... Read More

Peak Performance ? What You See Is What You Get!

Would you like an easy way to track the performance... Read More

5 Ideas for Writing Effective Sales Letters

Sales letters, sent via e-mail or snail mail, are an... Read More

Never Stop Selling

The question: "When should a growing company slow down its... Read More

Mindset Over Materials: The Secret Weapon of Sustainable Sales Success

Long-term sales success has less to do with skills or... Read More

The Basic Secrets of A Million Dollar Sales Letter

"Accepting the consequences, good or bad, will free you; take... Read More

Sell With KISS, As In Keep It Simple, Stupid

One of the most useful and fundamental communications lessons that... Read More

Selling More CDs at Gigs, Case Study: The Rogues

A few weekends back, the Brobdingnagian Bards performed at the... Read More

How Can a White Paper Support Sales and Marketing?

A white paper supports PR, marketing and sales because it... Read More

Cold Calling Pressure Reduction

Who likes cold calling? Most salespeople don't like cold calling,... Read More

How to Generate Leads on the Internet

In the last decade, the Internet has become a major... Read More

An Ideal Selling Situation

The largest sale that I ever closed was negotiated over... Read More

Model Dell: The Art of the Affiliate Coupon

Along with having an innovative supply chain, there's another reason... Read More

Selling ? Remember These Ten Rules and Succeed

There are thousands of books and seminars on how to... Read More

Getting Past the Gate Guard

Over the years, many prospects have hidden behind their well-trained... Read More

Three Ways to Get More Referrals

When you are in the business of sales, among the... Read More

How To Make An Extra $100,000.00 Each Year

HOW TO MAKE AN EXTRA $100,000.00 EACH YEAR BY ADDING... Read More

The Art Of Cold Calling

I know, don't groan. You have to do them if... Read More

Nothing Happens Until Someone Sells Somthing

You can always tell a good salesperson, they are always... Read More

When Selling, Keep It Simple Stupid!

After our first half-hour telephone coaching session, when asked what... Read More

The Top 10 Myths About the Sales Profession

Myth 1: Sales People are all Shady!In the Broadway play... Read More

Clear Up Blurry Communication

One of the top brewing companies in America is a... Read More

Talking To A Prospect As If To A Friend

While working with a new coaching client, I asked to... Read More

Sales Brochures - 9 Steps to Success

Even in this day of websites, many customers want to... Read More

Expert Qualities in Sales

If you went to see your doctor, and he mentioned... Read More

Flea Marketing Lessons

A few days ago, I was signing copies of my... Read More