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As I have said before, the only reason the prospect buys anything is because he would rather have the thing that he buys than the money he pays for it. He must have a reason, and his reason varies according to the product, Your busi- WHY THE PROSPECT BUYS 35 ness as salesman is to uncover the reason why the prospect buys a particular product. When you make this discovery, you can create a Sales Plan around the product based on the reason. A little reasoning and planning in advance makes the advance toward a sale easier and quicker. In developing the five scientific reasons why the prospect buys, I will first enumerate these reasons and pick out a particular thing that illustrates each one. I will then create a Sales Plan built around it, to demonstrate the efficacy of knowing your sales approach. Here are the five scientific reasons: The prospect buys it because he needs it. The prospect buys it because he can use it. The prospect buys it because it adds to his wealth by owning it. The prospect buys it because it will satisfy his pride. The prospect buys it because it will satisfy his caution. At this point let us discuss each reason and illustrate it with a Sales Plan. |
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