Buying Motives

Buying Motives

Written By Jeffrey Gitomer

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at


What are buying motives? They are the REAL reason or reasons for making a purchase.

“Why did my last ten customers buy from me?”

My bet is that you don’t know. I mean the REAL motive, not the surface one like price or friendship. If uncovering these motives are at the heart of your future success in sales, maybe you should take a deeper look at what caused the purchase.

Here’s a way to perceive this process. Don’t think of it as “motive.” Think of it as “money.” Find the motive means find the money. Or at least the path that will lead you there.

Show me the motive — and I’ll show you the sale.