First, it’s important to understand that people make their buying decision on two levels – logical and emotional. The logical aspect revolves around product or service and includes such things as product specifications, warranty, price, colour, size, ease of use, etc. Anything directly associated with product is a logical need. The second buying motivator and, perhaps most powerful, is emotional aspect of sale. These criteria are less tangible needs and include feelings of success, relief, pride, joy, fear and concern. For example, a person buying a pair of jeans will have specific logical needs such as waist size, inseam length, colour and style. But, ultimately, emotional aspect of how they fit and look will influence that person’s buying decision.

To uncover your customers emotional buying requirement learn to ask, “What are you looking for in a…?” followed by “Why is that important to you?” The first question helps you learn logical need while second question will help customer express emotional reasons behind their purchase. In hundreds of sales training workshops I’ve conducted, I’ve learned that most salespeople and business owners have a tendency to leap into a product demonstration before they have learned what is important to customer. Invest time accurately and thoroughly learning your customer’s need and wants. This will help you to begin differentiating yourself from your competitor.

The next step is to give a presentation that focuses on customer’s needs. Rather than discuss everything about your product or service, focus first on what customer identified as being important. This demonstrates that you listened to what they said and will help you separate yourself more effectively.

1.They don’t ask for sale. 2.They talk customer out of sale.

You may scoff and think these don’t happen. After all, how can salesperson or business owner NOT ask for sale or talk customer out it? Let’s first address issue of asking for sale.

My experience has taught me that majority of salespeople fail to ask for sale. Instead, they wait for customer to say, “I’ll take it.” However, in many cases, customer doesn’t say this. She may be thinking that machine will enhance her operation and, hopefully, drive more revenue to bottom line. She may see that you offer something your competitors do not. She may also want to act quickly and have equipment delivered and installed in next few days. But she may not tell you that.

This is your responsibility! If you’ve worked through sales process and done everything properly up to that point then you’ve earned right to ask for sale. Remember, prospect expects you to ask for sale. You ask you get. The more you ask, more you get. If you leave prospect’s business without asking for sale you run risk that a more assertive competitor will present their equipment and service, ask for, and get sale! Then your work, effort and energy have been for nothing. I’m not suggesting you will close every sale by asking but I will guarantee that you will generate more business by consistently asking people for their business.

In last few months I have had at least three situations where I’ve been ready to buy a product or service but salesperson failed to ask me. One of these involved membership in a networking group and during meeting I announced I was ready to join if someone wanted to take my money. To my surprise, no one approached and signed me up. It’s little wonder this group is not experiencing growth in its membership.