Focus on Buying Motives

Sales trainer Zig Ziglar talks about the five selling challenges:

  1. No need
  2. No Money
  3. No Hurry
  4. No Desire
  5. No Trust

At the base of any customer objection is a failure to overcome or address one of those five challenges to the customer's satisfaction. If you focus on identifying and then speaking to a customer's motive for making the purchase, then you should be able to dramatically reduce buyer hesitation and increase your close ratio.

When you're able to identify the motive and satisfy the challenges, you can elicit positive emotion from the customer. Remember practicality causes a person to delay; emotion causes a person to take action.

Until next time, continued success!