By Richard Okolo
In every business, customers and prospects alike will have objectives to purchasing your products and services. A company will either assist their customer(s) avoid something unpleasant with what they provide, or they will help your customer(s) achieve something desirable. Either of these two triggers can be a sales motivation in a given circumstance.
As business people and/or sales people, it is our job to listen to our customers. Look for signals as to why the sale might/might not happen. Once firms can sort through the pleasant and the undesirable, the easier is becomes to move towards closing the sale.
Which is the more significant motivator – gaining the pleasant or avoiding the undesirable? Psychologists would tell us that it depends on the timeframe. The events that take place yesterday, today and tomorrow motivate prospective buyers to a different degrees.
In order from the most significant to the least significant motivator, here’s the list.
Current undesirable – will your product or service help to alleviate a current problem? This involves addressing critical need(s) of your customers and providing solutions to those needs.
Future undesirable – if there’s a problem right around the corner, can you help your customers avoid it? Every business must be able to be flexible enough to maneuver through unplanned events.
Current pleasure – what can you do to sustain a favorable set of circumstances? This involves through engagement with your clients to ascertain their concerns and address them strategically.
Future pleasure – can you improve or create a desirable situation for tomorrow? Does your company employ foresight and strategic planning to offset future problems?
Past undesirable – help me avoid what happened yesterday, please! Make sure that lessons from past mistakes are learned so they do not need to be readdressed at a later date (which can be time consuming and costly).
Past pleasure – can you recreate the “good old days”? If you can bring back a favorable experience for your customers, chances are they will give you repeat business and free advertising (e.g. word of mouth referrals).
Address these critical points and watch your sales increase!
Copyright © 2011 The Nusqu Group. All Rights Reserved.
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