The Individual Guide

What motivates the people who visit any website to buy?

This is the one question that every Internet Marketer is seeking the answer to. If you know how to motivate people to buy, then you can increase your sales and your conversion rate. And wouldn’t that be good for your profit and your business?

So what motivates people to buy?

It is often said that you should give people what the need, because that is what they are going to buy. That may well have been the case once but sadly today society has changed and people no longer buy what they need.

Instead they buy what they want and what they crave - hence people struggling to put food on the table, but have a 42″ plasma TV, satellite system and a bottle of Jack Daniels!

You need to pitch your product not as something they need, but as something they absolutely must have; make it so they crave your product and absolutely must get their hands on it.

People also buy because they want to get pleasure from what they buy. Someone doesn’t walk into a car dealership and buy a top of the range Mercedes because they need it; a Skoda or Toyota would have done the job just as well.

They buy the Mercedes because they want the pleasure that goes with it. Whether this is the comfort of the car, the joy of all the gadgets, or the fact that it is a status symbol - they drive a Mercedes! Whatever their reason it will be because they have associated pleasure with owning a Mercedes and so they buy one when they could have saved tens of thousands of dollars and bought a cheaper car!

Another reason people buy is because they want to avoid pain. Volvo are one of the best selling cars in Europe. Why? They are not the prettiest of cars, nor that expensive, nor are they of the perceived class of a Jaguar, BMW or Mercedes.

Volvo’s sell well because people want to avoid the pain associated with car accidents. Volvo’s are some of the safest cars on the market and as such appeal to people who want to protect their family and passengers.

These are three of the main ways that people are motivated to buy. If you can work out how to use this in your sales copy, your emails, your newsletter and your website, then you can convert more visitors into paying customers.

Identify your target market and learn their pain - what problem are you solving for them with your product?

Understand this and your sales copy can become smoking hot and you can boost your conversion rate!

The first few minutes of an incoming telephone call are critical if you want to turn an inquiry about your company’s products or services into a long term customer relationship. Research shows that you only have about seven seconds in which to take charge of the call and capture the prospective customer or client’s attention. If you don’t gain immediate control of the conversation you could lose the chance of developing business for your company. The following examples show you how key phrases can turn a common, every day price inquiry into a selling situation, that in turn produces a new customer for your company or firm.

The Introduction

Typical opening: Good morning, ABC Company.

The caller will now ask a question and basically take control of the transaction. It’s best to answer the call with a question.

An effective approach: Good morning (smile, it can be heard in your voice). Thank you for calling ABC Company. This is Mary Stevens, how may I help you?

By thanking your prospect you build rapport and make her feel good that she called your company. By identifying yourself, prospects are no longer dealing with an institution, they are now working with a “real person.” Then, by asking a question you are taking control of the conversation. In a transaction of any kind, the person that asks the questions is in control of the process.

The Inquiry:

Customer: What is your price on one grundle of your 301 Widgets in black,?

Typical response: I’ll have to look that up. Just one moment please. . . The price is $ _______ for a minimum order of one grundle.

A better approach: I’d be glad to give you the pricing on Widgets, but may I first ask, are you looking for an overnight delivery on the entire qrundle or are you planning to receive them in incremental shipments?

First you make a statement to transition into other questions.

Customer: Well, I’m looking to get the best price I can find.

Typical response: Well, our prices are competitive. A grundle in black costs $ ______ if shipped as a whole.

A more effective approach: Where are you purchasing your Widgets at this time?

Now use additional questions like this one to find out more about the customer and her specific needs. Here are a few samples to review:

• Does your present supplier offer a price break on your shipping approach?

• How do you use this style of widget in your production?

• If you felt you could get a competitive price on a grundle of black widgets andpossibly

lower your shipping costs, would you consider purchasing our 301s?

• Tell me about your specific Widget storage situation at your production facility?

Take some time after finishing this learning guide to write down some questions that you might ask about your products or services. Keep this list of questions where you can use them during future price inquiries. Refer to your list often until the questions are firmly set in your mind and are used on a regular basis.

The Close

Typical close: Well our prices are competitive and we’d love to do business with you.
Best approach: We have several approaches to help you get the best pricing and delivery on Widgets, but I need to take 15, no more than 20 minutes to discuss them with you. Would it be possible for you to come into our plant or we could have a representative meet you at your office so that we could discuss these options further?

Realistically, many of your callers will decline your offer of assistance. Most prospects will just push you for your prices and then hang up. However, from time to time, this approach will strike a chord with a prospect. This caller will sense that you really care about his needs and will be willing to let you set an appointment.

Even though this approach may only attract a few new customers or clients out of the hundreds of people who call for information, over a period of several months, these few will begin to add up to a significant number. And remember, these are customers and accounts that may never have been attracted to your company if you had just given the caller your prices.

By putting a time frame of 15 no more than 20 minutes on your meeting with the prospect, your offer of help will appeal to more of these callers. People are concerned about time, so by setting a time frame for them, you help to reduce their concerns.

The fear of sounding foolish or being rejected may keep you from doing much more than giving out prices. But for true professionals, the approach outlined above can help you to establish new accounts (or sales) over a year’s time, simply because you took the time to show an interest in the needs of your caller.

VIRDEN THORNTON is the founder and President of The $elling Edge®, Inc. an Ohio consulting firm specializing in sales and sales management training, personal coaching, advisory services and publishing. Clients have included Sears Optical, Eastman Kodak, IBM, Service Linen Supply, Bank One, Jefferson Wells International, and Wal-Mart to name a few. Virden is the author of the “best selling” Building & Closing the Sale, Prospecting: The Key To Sales Success and Close That Sale, a video/audio tape series published by Crisp Publications a division of Thompson Learning. He has also authored a client acclaimed Self-Directed Learning series of sales, coaching, telemarketing, and personal productivity manuals. To obtain a substantial discount on two of Virden’s latest books, 101 Sales Myths or Organizing For Sales Success, go to: http://www.TheSellingEdge.com/