Why People Buy

Thirty Years of Sales Research Shows Why People Buy and How Salespeople Can Get More to Say Yes More Often At Profitable Prices

The average experienced and trained salesperson could close more sales. They don’t go as far as they could   in uncovering their prospects’ needs, raising how high the prospect ranks the importance of benefits and boosting perceived customer value to the highest level possible. They do enough to be a good producer but lose some sales they could have closed had they done a little bit more. The reason these salespeople don’t do more has nothing to do with sales techniques or process, both of which they are usually good at. They do not fully understand what is going on inside their prospects’ minds and what would increase the probability of their saying yes.

The top 10% of sales producers understand what goes on inside a prospect’s mind, which allows them to go beyond other sales professionals. While talent or a gift may account for up to 40% of a star performers production, 60% of that production gap is due to a deeper understanding about why prospects say yes and no, and a realistic sense about what they need to do next to get prospects to buy.

First Concepts has prepared a research report about why people buy and why top salespeople sell more. This report describes in more detail what is behind these findings and what salespeople can do to address them. This research was conducted by observing hundreds of salespeople calling on prospects, interviewing those prospects, and then interviewing the salespeople about the call. It was confirmed by comparing what was learned to the results of having over 3000 salespeople call on First Concepts founder Don Shapiro where he recorded what was going on in his mind during those meetings.

This study presents new information for salespeople that, while subtle in nature, can have a dramatic effect on how many prospects a salesperson closes.  First Concepts offers an advanced sales training program to teach salespeople why people buy and what that “little bit more” is they need to be doing with every prospect to increase the probability of a yes decision.

Why People Buy Research Conclusions

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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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More Reading

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.

Find The Stealth Customer Value To Increase Sales (And Your Prices)

Hidden value lies inside every customer and the firms selling to those customers. That value can help justify more purchase decisions and justify higher prices…if the customer was only aware it existed.

Questions?

Schedule a phone conversation with Don Shapiro, President of First Concepts Consultants, Inc., to answer your questions and explore how a deeper understanding into how prospects think out a decision to buy could help your salespeople close more sales.