How to influence customer purchasing motivation during the sale?
Posted: Wed Dec 04, 2024 9:48 am
Selling has a very strong emotional component and the seller must recognize and exploit the customer's purchasing motivations in his favor.
If you are a salesperson, the first thing you need to understand is that a motivated customer always ends up buying, and your sales strategy should be based on discovering what the purchase motivator is. Once you have identified what motivates a customer to buy, you must positively reinforce it to persuade them effectively.
Motivation is what induces the client to take action to satisfy a need or achieve a goal. We can divide it into two types:
Intrinsic motivation, which comes from within the individual (self-realization, personal growth and satisfaction, life purpose, protection, etc.).
Extrinsic motivation refers to external stimuli that provoke a certain reaction in the individual (advertising, discounts, promotions, etc.).
How to influence the customer's purchasing motivation during the sale
It is important to note that intrinsic motivations are the predominant ones and therefore buyers will act motivated by them in the first instance. For extrinsic motivations to be relevant, they must reinforce intrinsic ones, otherwise they will become a threat (loss of the opportunity to sell).
Applying these concepts to sales, we can ensure that when the customer acts intrinsically motivated, he will make all the necessary effort to acquire or buy what he wants. He investigates, visits companies, requests quotes, gets advice, saves and seeks financing, all with the objective of satisfying his need or desire.
Investigating customer needs and recognizing their purchasing motivations
Your sales strategy should start with the recognition of the customer's intrinsic motivations. What motivates or would motivate the customer to buy? To do this, it is important to investigate the customer's list of south africa consumer email needs and develop very good communication skills to identify the predominant motivation.
Let's say a customer contacts you to quote a policy for their car. You should first have defined the most common reasons for purchasing a policy for a vehicle. For example:
Fear of losing the investment made in the vehicle due to theft.
Protecting the family economy in the event of an accident.
Avoid costly and endless lawsuits for damages to third parties.
Have a guarantee of assistance or towing in case of vehicle damage.
Identify whether this acquisition has emotional motivators such as status, imitation, rivalry, social effects, etc.
How to strengthen sales skills?
Sales strategies and techniques that will lead your sales team to extraordinary performance
Click here
How to strengthen sales skills?
Sales strategies and techniques that will lead your sales team to extraordinary performance
Click here
How to strengthen sales skills?
Sales strategies and techniques that will lead your sales team to extraordinary performance
Click here
If you analyze it a little, you will find that the client's need to minimize financial risks translates into a strong motivation to acquire economic protection and security through a policy.
You should confirm this through conversation with the client, using previously planned questions (consultative selling process). Other motivations that you had not discovered may appear.
What do you need the policy to cover? (open question for the client to express what motivates him/her to take out the policy)
Who drives the car? (They are the ones who need protection for damages to third parties in the event of an accident).
What is the commercial value of the vehicle? (economic value to be protected in case of loss due to theft or total loss).
Is the vehicle collateralized or has it already been fully paid for? (protection of investment and family finances).
Do you currently have assistance or towing service? (check if this is relevant).
Do you want comprehensive coverage that also covers you…?
Strengthening customer motivations
When the seller is sure to have identified the customer's intrinsic motivations for purchasing.
The salesperson should reinforce the customer's comments with arguments related to the importance of having a policy, the costs and financial risks of not having one, and the possible claims for damages to third parties. In addition to the possible social benefits that he considers relevant.
Up to this point the customer is motivated and reinforced to buy, everything depends on the extrinsic motivation (the seller's economic and value proposition).
If you are a salesperson, the first thing you need to understand is that a motivated customer always ends up buying, and your sales strategy should be based on discovering what the purchase motivator is. Once you have identified what motivates a customer to buy, you must positively reinforce it to persuade them effectively.
Motivation is what induces the client to take action to satisfy a need or achieve a goal. We can divide it into two types:
Intrinsic motivation, which comes from within the individual (self-realization, personal growth and satisfaction, life purpose, protection, etc.).
Extrinsic motivation refers to external stimuli that provoke a certain reaction in the individual (advertising, discounts, promotions, etc.).
How to influence the customer's purchasing motivation during the sale
It is important to note that intrinsic motivations are the predominant ones and therefore buyers will act motivated by them in the first instance. For extrinsic motivations to be relevant, they must reinforce intrinsic ones, otherwise they will become a threat (loss of the opportunity to sell).
Applying these concepts to sales, we can ensure that when the customer acts intrinsically motivated, he will make all the necessary effort to acquire or buy what he wants. He investigates, visits companies, requests quotes, gets advice, saves and seeks financing, all with the objective of satisfying his need or desire.
Investigating customer needs and recognizing their purchasing motivations
Your sales strategy should start with the recognition of the customer's intrinsic motivations. What motivates or would motivate the customer to buy? To do this, it is important to investigate the customer's list of south africa consumer email needs and develop very good communication skills to identify the predominant motivation.
Let's say a customer contacts you to quote a policy for their car. You should first have defined the most common reasons for purchasing a policy for a vehicle. For example:
Fear of losing the investment made in the vehicle due to theft.
Protecting the family economy in the event of an accident.
Avoid costly and endless lawsuits for damages to third parties.
Have a guarantee of assistance or towing in case of vehicle damage.
Identify whether this acquisition has emotional motivators such as status, imitation, rivalry, social effects, etc.
How to strengthen sales skills?
Sales strategies and techniques that will lead your sales team to extraordinary performance
Click here
How to strengthen sales skills?
Sales strategies and techniques that will lead your sales team to extraordinary performance
Click here
How to strengthen sales skills?
Sales strategies and techniques that will lead your sales team to extraordinary performance
Click here
If you analyze it a little, you will find that the client's need to minimize financial risks translates into a strong motivation to acquire economic protection and security through a policy.
You should confirm this through conversation with the client, using previously planned questions (consultative selling process). Other motivations that you had not discovered may appear.
What do you need the policy to cover? (open question for the client to express what motivates him/her to take out the policy)
Who drives the car? (They are the ones who need protection for damages to third parties in the event of an accident).
What is the commercial value of the vehicle? (economic value to be protected in case of loss due to theft or total loss).
Is the vehicle collateralized or has it already been fully paid for? (protection of investment and family finances).
Do you currently have assistance or towing service? (check if this is relevant).
Do you want comprehensive coverage that also covers you…?
Strengthening customer motivations
When the seller is sure to have identified the customer's intrinsic motivations for purchasing.
The salesperson should reinforce the customer's comments with arguments related to the importance of having a policy, the costs and financial risks of not having one, and the possible claims for damages to third parties. In addition to the possible social benefits that he considers relevant.
Up to this point the customer is motivated and reinforced to buy, everything depends on the extrinsic motivation (the seller's economic and value proposition).