Effective Selling White Paper: The ABC’s Of Why People Buy

How 35 years of research about why people buy and how they figure out value can improve sales performance even for highly trained salespeople

This article shares discoveries to improve selling effectiveness based on 35 years of studying salespeople and buyers about how people think out a decision to buy and figure out value. These discoveries show new ways salespeople can influence a purchase decision and get prospects to accept their price that go beyond typical sales training and other practices.

In fact, a recent win/loss interview survey revealed that 38% of prospects cited a salesperson’s failure to understand their needs as the number one reason a firm lost the sale. And these were salespeople from large corporations. That means over 1/3 of sales are still being lost because of what salespeople do and, it appears, existing abilities and sales training are not addressing this problem.

The article identifies some major reasons salespeople lose sales and why these are more about the choices salespeople make than selling methods or skills. Then it reviews the discoveries about how prospects think out a decision to buy and determine their perceptions of value. Finally, the eight ways these discoveries can improve salespeople’s performance are covered in detail.

This research offers  new ideas on how to address price resistance, value issues and help prospects justify a purchase. While this focuses on sales performance, these discoveries are equally effective at improving marketing strategy and tactics. Some of this research studies conclusions about the “buying process” and how salespeople can apply this knowledge to close more sales are not covered in any sales training program, workshop, speech or book. This is new information for sales executives, managers and salespeople that can help boost sales performance.

Please click on this link to see the PDF of this white paper.

The ABC’s Of Why People Buy

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Learn about Don Shapiro’s energetic, fun and interactive speeches, workshops and training on leadership, leadership development, teamwork, change, improving cultures, value, sales and service.

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Further Reading

Blog: Raise the Customer’s Perceptions of Value to Close More Sales

Closing the sale is about raising the customer’s perceptions of value as high as possible. This article summarizes 28 years of First Concept’s research about how customer’s figure out their perceptions of value and how this can be applied to get them to say yes more often.