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The reasons behind the sale: the six hot buttons of selling (Page 2)

Date Posted: 2005-10-05

People have six motives for buying any product or service: desire for gain; fear of loss; comfort and convenience; security and protection; pride of ownership; and satisfaction of emotion.

These six buying motives are not presented in any special order. No one is more important than another, but at least one of these motives - and often more than one - applies to every purchase, every time.

1. Desire for gain. This is a relatively simple one. A prospect purchases your product or service expecting some financial gain from it. In accounting software, it could mean that the buyer expects to increase productivity and thereby improve profits.

Desire for gain may have motivated you to read this article. You may expect to increase your selling skills, which will help you make more money.

2. Fear of loss. This motive refers to the fear of financial loss if the product or service is not acquired. The Y2k problem is an example of people buying new software out of fear of the loss that they will suffer without it on Jan. 1, 2000.

Other examples of fear-motivated technology buying include investing in reporting features used to detect expense overruns, technological warning systems to make payroll tax payments, or installing an EDI system out of fear that you will lose an important account if you don't have it.


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