BEFORE SOMEONE BUYS SOMETHING THEY WANT TO DISCARD SOMETHING ELSE

(The following information is an extract from the Peter Collins Article Archive of over 3,000 Articles gathered from over 40 years of Personal Research). Copy and distribute this content as often as you want. You are encouraged to share it. ? Copyright Peter Collins, Sydney, Australia, 2020, all rights reserved.

BEFORE SOMEONE BUYS SOMETHING THEY WANT TO DISCARD SOMETHING ELSE

So now, how would you like to know the psychology of why someone buys and the motivation behind what they choose to buy. And there is a specific behind this as well. And it’s something about the selling process very few understand let alone teach.

The bottom line is that before anyone buys something they want to discard something else, or at least upgrade on something they perceive may not doing as well as they would like it to – and the operative word here is that they perceive. Yes it’s all about perception.

Say if someone is wanting to upgrade a car – their reason is based on PERCEPTION. Because they perceive they will get more mileage, a better ride, a more comfortable ride, more prestige and a lot more safety features. Now these may all be true, but they are based on the individuals perception, even if each of these points to upgrade are based on fact. And remember we all buy based on emotion and then justify everything we do emotionally with logic.

The same applies if you are buying a new television set – and here again their reason is based on PERCEPTION. Because they perceive they will get a better picture, a sharper picture, more and updated features and a lot more technology. Now these may all be true, but again I say they are based on the individuals perception, even if each of these points to upgrade are based on fact. And again I remind you we all buy based on emotion and then justify everything we do emotionally with logic.

Now buying a high ticket item like the motive one uses to buy a house is a lot more tricky, but again the reasoning here is based on Logic. In fact, most real estate agents here in Australia base most of their PERCEPTION that house hunters will upgrade or downsize their house every sever years or so. That may have been the case 20 or 30 years ago, but that PERCEPTION too is out of date, but is still perceived by many to still work today.

That’s right, most of what people buy and most of what is sold is based around the concept of perception – no matter how true of false the perception may be. Now knowing that to be the case, how do you find out what their perceptions are or what their perceptions may be. But what most sales trainers, sales managers and entrepreneurs don’t teach is how to get around that issue and find out what they perceive to be the facts in their minds. And that too is simple.

Around 30 years ago, or even more than that I attended a sales training seminar by Lee Dubois, who I found out recently he is still training, even though he is older than me, and the biggest one take away I got from that training was one phrase that I have used over and over since then. And that phrase was, you must have a reason for saying that, do you mind if I ask what it is?

That phrase is so adaptable you could say, you must have a reason for thinking that way, do you mind if I ask what it is? Or, you must have a reason for knowing why that is fact, do you mind if I ask what it is?

Then no matter what they say, thank them for what they have said, and add, I appreciate you sharing that with me. Now knowing what you have shared with me, where would you like to go, or what would like do from here? Once said let them talk and from time to tine add one of two phrases, or even both phrases, is there anything else, and or I appreciate you sharing that. Then close with may I share what I feel we could do right now.

So don’t shy away from anything they perceive to be the truth, or even their perception of the truth, work with it and you will sell more. And that’s something else you can use without too much additional work and effort on your part. And everything I’ve shared so far you would have to agree is not too difficult to work at or to apply.

Peter Collins

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This Article is by Peter Collins - In a sales career spanning more than 55 years, Peter Collins has focused on helping and bringing out the best in others - whether it involves training or mentoring salespeople, managers, business consulting to SME’s. Since the 1970’s Peter has built a reputation as a Nationally and Internationally Published author, and of the 140 books he has written over the past 50 years, Peter has 70 Business Books to his credit, (but he is mainly known for one book based on the Audio Tape series of the same name, Over 50 Ways of Closing the Sale). Peter also has written 30 Christian books. One of Peter's books, sold almost 2 million copies in the late 1970's and is still selling well through second hand online marketers worldwide. In his personal life, Peter has been sought after as an encourager and motivator that has given of his time and talents freely despite his busy schedule. Subsequently, he has assisted churches, pastors, community and charity groups, as well as individuals through his teaching, training, development and on-going mentoring.

? Copyright Peter Collins, Profit Maker Sales, Sydney, Australia, 1994, 1997, 2002, 2007. 2011, 2015, 2017, 2019, all rights reserved.

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