All about Sales Closing Basics
Why People Buy
Before we can efficiently sell someone something, we need to understand why people purchase products in the first place. After all, people must have a reason for spending their hard earned money on a product or service. Understanding the rea- sons why people purchase helps us determine the proper method of closing the sale.
In the most basic form, people buy things because they either solve a problem or fulfill a need. Solving a problem might mean helping them do something faster, easier or better or enable them to resolve an issue in their life.
Tools are a perfect example of solving problems. If you have a piece of wood that needs to be cut, a saw will address that problem. If you never are going to need to cut a piece of something, you likely won’t ever buy a saw even though the saw might be great and the price amazing. If you don’t have a need, you are not likely to buy the product.
Fulfilling a need is slightly different but involves the same process. If you have a need or desire to go on vacation to Hawaii you will look into trips to Hawaii and purchase one. If you don’t want to go to Hawaii, you won’t. The difference with
needs and desires is that most of the time these are not necessity purchases. In other words, while you would like to have them you do not have to have them.
You can live without them. As far as purchasing products are concerned, the stronger the need or desire and the more important or severe the problem is, the more likely the customer is to complete their purchase.
For example, I might like to buy a new suit because my old suit is worn out. If I don’t have a need for a suit right now, I might wait for a sale or just wait to save the money. But if I have a big job interview next week, I would be more likely to get the suit now to wear it on a job interview.
I might want to change the washers on my bathroom faucet as well but since I don’t enjoy doing that I might wait. But if the washer breaks and water is pouring out the faucet and I can’t turn it off I will be much more agreeable to purchasing the tools and parts that I need.