People Buy on Emotion, Not Logic

It's vital for sales reps to be able to recognize self-preservation as a basic human need. If salespeople can't address customers' personal interests in why they should buy, sales will stall.

It's a salesperson's job to uncover customers' hidden motives. Here are four motives to identify if you want your customer to take action in your favor. 

Fear. Customers have comfort zones. They'd rather stay put than do anything. Many people don't like to admit it, but change is scary. They fell vulnerable. It's a salesperson's job to help customers stretch their own comfort zones and see a need for change. 

Recognition. Everyone wants to be valued and appreciated. People want more. It's a basic human need. Salespeople's solutions have to make their customers look good in others' eyes. 

Peace of mind. Rapid market changes, coupled with years of downsizing followed by a tight labor market in which it's difficult to find good people, have conspired to keep many companies lean despite the need to maximize productivity. Employees and managers alike are stressed and can't do it all. If salespeople make their customers' jobs easier with complete solutions, price won't be an issue. 

Power and greed. Some people just plain want it all and need others to see how great they are. A salesperson's job: Fuel these people's egos. Make them heroes in their organizations. 

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