If this is true (and it is), then it stands to reason that if we are going to make a sale to someone, we best find out his or her reasons for buying. One useful technique for doing this is to look at a useful motivation reference point that is common among many buyers. There is an old but useful benefit buying guide that can give salespeople at least a start in understanding a potential buyers basic motivations…
Buying Criteria Guide:
S - Security/Safety
P - Performance/Power
A - Availability/Appearance
C - Comfort/Class
E - Economy/Ecology
D - Dependability/Durability
These BENEFITS are often referred to as the SPACED benefits and with a little thought the criteria can be applied to all products and services. As an example if the prospect wants a fast car don’t try to sell a safe green one… or if a prospect wants a ‘cheap’ computer don’t waffle on about a Pentium sixteen with 50,000 meg of ram and a 45 inch screen…
DO THE SALES STAFF KNOW THE SPACED BENEFITS OF WHAT THEY SELL? IF NOT BEST INSERT A ROCKET WHERE IT WILL DO THE MOST GOOD…
DO THE SALES STAFF KNOW THE SPACED BENEFITS OF WHAT THEY SELL? IF NOT BEST INSERT A ROCKET WHERE IT WILL DO THE MOST GOOD…
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