Where’s the beef? It’s in the buying motive!

Where’s the beef? It’s in the buying motive!

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 gitomer.me.


Where’s the beef? It’s in the buying motive!

More sales are lost by “selling” than by any other sales error.

Sounds kind of weird, I know. But after reading this you’ll not only understand why, you’ll also begin to rethink and convert your selling ways.

Your selling skills are not nearly as powerful as the customer’s reasons for buying. In fact, your reasons for selling are useless if they don’t match the customer’s reasons for buying.

This reasoning is as powerful as it is overlooked.

ASK YOURSELF THIS: “Why did my last ten customers buy from me?” My bet is that you don’t know. Now, I’m talking about knowing the REAL motive, not the “surface” motive like price or friendship. If uncovering these motives is at the heart of your success, take a deeper look at what caused the purchase.

What are buying motives?

They are the REAL reasons for making a purchase

Many times the salesperson (not you, of course) is fooled into believing that the surface issue is the real reason for the purchase. When a potential customer asks for “bids,” the salesperson thinks that “low price” is the motive-but nothing could be further from the truth.

Think about the way you buy. First, there’s a REASON; then you go shopping. Same with your customers. Price is simply a barrier to owning what you want or need.

AND, if you dig deeper into the buying motive, you will move higher in the decision-making chain (above purchasing and procurement). Cool, huh?

Now here’s the best part: It’s hard work. But this means you eliminate all the lazy salespeople from the race.

OK, let’s get down to the reasons-the motives for buying. Take a look at the motives, and you’ll see that you need to delve deeper, especially if you want to make price less of a barrier. And remember, there may be several motives for the same purchase.

Let me give you some motives as food for thought. To make it easier, I have broken them down by motive category:

Purchase-oriented motives:

Out of stock

Need for production

Need for manufacture

Need for business operation

Previous experience

Emotional-oriented motives:

High desire

Value of purchase

Desire to gain

In a panic-timing

Vanity or greed-ego gratification

Low risk or no risk

Experience-oriented motives:

Preconceived notion

Previous experience

Certain of performance

Confidence in quality

Confidence in service

Brand loyalty

Supplier loyalty

Salesperson loyalty

Profit- or money-oriented motives:

Fear of loss-losing ground to competition

Fear of loss-losing customers

Fear of loss-losing revenues

Better productivity or performance

Work reduction or efficiency

Increase profits

Have the money or budget

Best choice

Best price

Cheapest price (I put this here because price could be the real motive to

buy-although it rarely is.)

Results-oriented motives:

Increase customer loyalty

Enhance brand value

Better market image

Improve the present product

Gain a competitive advantage

Which motives fit your customers?

Answer: Lots of them.

Answer: More than you know.

Answer: Uncovering them is the key to your sales.

Answer: Often it’s a combination of motives.

Are some motives more powerful than others? Heck, yeah! Fear of loss is greater than the desire to gain. You determine the value by the number of sales that result from each motive you uncover.

How do you expose these all-important motives? You start with the past. Look at past successes. Then add present loyal customers. Existing customers will help you understand the reasons they buy from you. Explore their history. Get their experience. Ask deep. Three or four consecutive “why questions” will get to the hidden motives. Ask them why that was important? Get their story on the long-term use of your product or service (even if it wasn’t purchased from you). Motive after motive will come forth.

Then explore the dark side. The real truth will come from lost customers. Why did they leave you? What motive wasn’t met? You may even renew a few relationships and regain some lost customers.

Here’s a motivating 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.

Free GitBit — Want more info on why they buy? I have developed a list for retail and B2B that will give you a few ideas on creating a buying mood. Want it? Go to www.gitomer.com — register if you’re a first time user — and enter the words BUYING MOOD in the GitBit box.

Jeffrey Gitomer, author of The Sales Bible, is now offering licensed training programs to corporations, as well as distributorships to individuals, based on his best-selling books and the TrainOne online learning series. This process is starting with his newest book The Patterson Principles of Selling. Jeffrey can be reached by phone: 704/333-1112 or e-mail: salesman@gitomer.com

c2004 – All rights reserved Don’t even think about reproducing this document or it’s contents without

the written approval of Jeffrey Gitomer or Buy Gitomer 704/333-1112 salesman@gitomer.com