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The Sales Book by Graham Yemm

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Why people buy

Objectives

  • To understand the concept of needs and wants
  • To be able to identify the difference between implicit and explicit needs and why they matter in selling
  • To know how to establish prospects’ ‘shopping lists’ which equal their idea of value
  • To identify the different ways people arrive at the point where they are convinced

Understanding

When we believe we are getting value we go ahead and buy whatever product or service we are looking at. There is not a magic formula for finding this out, because every one of us has our own, subjective definition of value. Occasionally, prospects can be ‘sold’ something using the more pushy sales techniques where the seller has been able to trigger some of the buying motives of the prospect. ...

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