Wednesday, September 26, 2012

Sales: Why Do We Buy?

The first sales transaction recorded dates back to Eden.  In sales parlance, the serpent's pitch to Eve followed a very basic technique. And it is this. A salesperson must always offer benefits to a prospective buyer.

So the serpent suggested to Eve that she was not living up to her fullest potential. "Why not be just like God?  Make your own rules.  Eat whatever you want.  You and Adam would be so much better off, right?"

 The importance of asking a mere three questions to which  a prospect can agree by answering "yes", solidifies the person's desire to purchase. Eve wanted to to say yes to all three benefits offered  her.

The serpent began to "close" his transaction by complimenting Eve on her wisdom in taking her growth potential to its next level.  "Go ahead," he encouraged her.  "Give it a try, and then if you don't like the fruit; you can simply stop eating it."

Today, vendors still rely on the Benefit Principle.  Recognizing this, California and many other states created laws which make allowances for Buyer's Remorse to set in later.  Especially with big purchases, many buyers  want to change their mind, the morning after the night before.  California requires a three-day waiting period before all such transactions can take effect. Still not everyone wants to return purchases. 

Some companies themselves even offer 30-day return policies--providing yet another benefit for shoppers in the moment to sign on the dotted line.

We need to buy. Automobiles gets old.  Children must go to college. Owning a house is an investment that is seldom a bad idea.  Sales people can be helpful in our making such  life altering decisions. Many vendors are.

So long as we understand why we buy, it's likely that we will makes wise choices when we select.

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