To Buy or Not to Buy? Motivating Your Customers to Take Action!

All customers have a choice to make. Sometimes that choice is between your product and your competitor's, but sometimes it's not. Often, the customer's choice is simply whether to buy your product or nothing at all. If this is the actual choice your customer faces, it is important to determine this early in the conversation. Doing so will help you to use a tone and message that directly relates to your customer's emotional reasons for considering your product.

There are some salespeople who are so focused on why their product is good and their competitor's is bad that they forget about the actual customer. Your customer wants a solution to their problem, and the only way to solve that problem is by understanding why they came to you in the first place. They want your attention to be on them, not your product.

Talk about their individual buying motives for their purchase, not the technical or logical reasons why they should buy your product. This may seem counterintuitive, but it will encourage your customer to take action, and will create an environment where your customer will want to take that action with YOU.

When a customer is deciding whether or not to act on the desire to buy a product, you must be able to point out the many benefits of acting on that desire now. Luckily, customers often understand that if they decide to do nothing, they will not enjoy the benefits of using your product. Draw on their desire to enjoy your product and create an environment where they will feel comfortable gaining it immediately.

Sometimes, customers may not want to deal with the hassles of making a purchase and may feel comfortable succumbing to the simplicity of waiting and doing nothing. Your job is to make the purchase as smooth as possible and to eliminate any potential excuses for a decision to wait. You can eliminate these excuses by creating an atmosphere that will ensure that the purchase will be a smooth transaction and risk-free.

Making the purchase a smooth transaction means eliminating any unnecessary steps that make the act of purchasing long and painful. Reduce as much of the technical paperwork as you can and try to make the decision to buy the last decision they will have to make. Simplifying the transaction will make their experience easier and more rewarding, and they will enjoy doing business with you.

In order to take away the perceived risk of doing business with you, you can allow them a grace period in case they change their mind. You can also have some sort of guarantee that comforts them and reassures them that they are making the correct decision. Product trials also work well in gaining your customer's trust in you and your products. Do anything you can to help make your customer's decision to try your product an easy one. When they do not feel a risk in buying from you, they will feel comfortable making the decision to take action.

Lastly, follow through with your customer after the purchase and reassure them that you and your company will support them throughout the life of your product. This needs to be more than a manufacturer's warranty and more heartfelt than telling them of your company's 97% satisfaction rating. Be personal. Be sincere. Look them in the eye so that they believe that their happiness is your goal.

Eliminating the hassle and risks of the purchase will help your customer to focus on the benefits of taking immediate action in purchasing your product. Your customer will see that you understand the specific decision they face and will feel comfortable buying from you. When you use a tone and message that encourages them to take action, they will feel motivated and will have no excuse to wait. They will enjoy the benefits of their purchase and you will enjoy the benefits of the sale.

Tom Richard is the founder of http://www.trainactive.com The first website that allows you to train your sales people at the pace that is most effective and most comfortable for them. Tom Richard is also the author of several weekly ezines. Visit http://www.tomrichard.com to subscribe.

In The News:

Medline Industries Explores Sale  The Wall Street Journal

Three Big Ol Tips for Better Sales Letters

Growing up in the South, I used the phrase "big... Read More

The Anatomy of a Sales Letter

When Dr. Frankenstein exclaimed "it's alive... it's alive," he thought... Read More

Tapping The Potential Of Your Customers

Business owners of long standing know the cardinal rule "take... Read More

Your Ad -- Who Cares?

Junk mail. We all get it. And it goes straight... Read More

How Can Fundraising Consulting Help Us Raise Money?

If you need to hold a fundraiser and don't know... Read More

What Are Car Boot Sales?

If you live in England then you will already be... Read More

6 Ways To Get More From Your Promotions

1. Settle On The Right Way ForwardThe purpose of your... Read More

Get The Help You Need With Fund Raising Ideas

There are many fund raising ideas on the market today... Read More

Instead of Discounting, Back Some Value Out of Your Proposal

Last minute discounting has become so prevalent that many companies... Read More

How To Get Your Mail Past The Gatekeeper And Into The Hands Of The Decision Maker GUARANTEED

There are several ways to get your information into the... Read More

6 Creative Questions To Move From HOW Are You To WHO Are You

Imagine you just met someone new. The formalities of names,... Read More

How To Take The Right Steps To Increase Your Selling Results

Steps - it is unrealistic for most salespeople to expect... Read More

Dropped Jaw Syndrome, Your Fastest, Most Reliable Market Test

Business owners should be more like doctors.Forget selling and start... Read More

The Force That Drives Buying Decisions

What do people buy? They don't buy your wonderful presentation.... Read More

How to Create Material That Will Get You Sales Now!

WHY ARE YOU WRITING THIS BROCHURE OR SALES LETTER? A... Read More

2 ½ Steps to Sales Success

You have just walked out of the office of a... Read More

A Pause For Thought

You can have your cake and eat it.What is it... Read More

It Isnt A Sale Until Youre Paid

Back in the days when I sold for CTV and... Read More

Selling Strategy - 5 Ways To Success

Web sites exist for essentially two purposes. The first is... Read More

How Improve Conversion Rates

Do you know your conversion rates? Conversion rate is the... Read More

How Can a White Paper Support Sales and Marketing?

A white paper supports PR, marketing and sales because it... Read More

Do Your Words Betray You?

What do the words that you use say about you?... Read More

How to Reach Purchasing Agents of Big Corporations

Now business owners and sales professionals can develop a Faster... Read More

The Problem With Technology At The Point Of Sale In Financial Services

BackgroundThere's a conundrum that currently exists between the customer and... Read More

Ten Quick Etiquette Tips for Business Lunches

Knowing what to do when meeting a prospective client forlunch,... Read More