How To Identify Customers' Implicit Purchasing Motives

There are all kinds of complicated motives that urge us to make the final decision.

But if we dare to honestly break the truth about all the people around us, we may be embarrassed in public.

"Why does he want to buy our products?" this is a seemingly simple question, but it really is not easy to answer, because it involves many questions such as trust, demand, value, confidence and so on.

And one of the simplest factors is motivation.

To illustrate what motivation is, I would like to start with a case of my own.

About 18 years ago, when I graduated from University, I was assigned to a manufacturing enterprise.

Before long, the company wanted to buy an information system, including hardware, software, network and so on. The budget was about 10 million yuan, and I was selected into the selection group.

There are two competing suppliers, one domestic and one foreign.

So I became a target.

The foreign company has a salesperson close to my age to take care of this list. He studied me seriously and found that I had two ideas: first, I was particularly eager for the latest computer knowledge, and I always looked at myself as a technician; two, I had the idea of jumping trough, hoping to accumulate some things as capital.

According to my situation, he did two things. First, every time he came to our company, he would bring me some unusual technical books on the market. Two, he signed up for several training courses for me and took several technical professional certificates successively.

So I was captured and naturally recommended them.

This case occurs in most of the sales projects. Although the case is common, the reason is not simple.

What is the hardest part of sales? With my years of experience, I think the hardest part is to guess what the customers are thinking.

This is the most important, difficult and mysterious place in sales, because this is the core driving force of sales.

And this is exactly what customers often hide.

Hidden motives

Motivation is customer.

In B2B

In the process of buying, the most important thing is personal motivation.

Personal motivation is the purpose that a participant wants to achieve from this purchase (not necessarily related to the product).

For example, buying a car is because the next guy is buying it, and he wants to win a face; buying equipment is because he wants to work less overtime, spend more time with his wife and children, and buy counseling to kill his political opponents.

These are often said not to export.

For example, in my case, personal motivation is to grow and job hopping.

The motivation is that customers either do not speak, or do not speak the whole story, or do not tell the truth.

Even more frustrating is that you can't ask.

If you have good sales skills, you may not be able to ask, ask more, customers will also feel that you have something wrong.

But this is often the most important customer purchase.

Is there any two motives for any customer purchase? The answer is yes. Maybe someone will ask, will it be necessary to satisfy these two motives before buying? The answer is: not necessarily.

You can do better than your competitors in meeting customers.

Not everything has to be satisfied.

Take an example: a purchasing officer decides to use your competitor's product, because the opponent gives the kickback.

Then you find the boss, and the boss decides to use your product.

You naturally do not satisfy the personal motivation of the purchase (you want to rebate), but you still have the list, because you have satisfied another motive of the purchasing staff: to keep your job, you must never offend the boss (safety motivation).

This motive is obviously more important than the rebate.

Types of personal motivation:

The motives of customers buying are complex and changeable. For example,

Protect your rights.

For example, good performance is the most solid umbrella.

Achieve control over others.

For example, bosses want to know what their subordinates are doing all the time.

Get more comfort.

For example, with new equipment, there is no need to work overtime.

Improve skills training.

For example, through buying, get training and growth opportunities;

Improve personal productivity.

For example, mobile Internet allows me to process mail when I travel; {page_break}

As a pioneer of reform.

For example: Although the position is not high, but always rely on leading change to cause the leadership to take seriously;

Get others' approval.

For instance, everyone is impressed with me when he has done this.

Enhance development potential.

For example, I have accumulated capital for the next job hopping.

Improve social status.

For example, through this project, I am often invited to do experience introduction.

Spend more time with your family.

For example, with this equipment, I can finally rest at home on weekends.

Get more freedom.

For example: the use of online training tools, so that I do not have to travel every day.

How to identify personal motivation?

There is only a drop in the ocean in the list. A sales training company in the US has done a detailed study of personal motivation and has summed up four categories: praise, respect, recognition and control.

Especially in the sale of large projects, the role of participation is many, each role often has a variety of motives, these motives are playing games, and the strength contrast is changing at any time.

So don't be too trusting of your customers' goals or vision, learn to "scratch the skin of the target", only in this way can you really know what lies behind the target.

Understand personal motivation, get twice the result with half the effort, and satisfy personal motivation.

How to identify individual motivation?

Encirclement and suppression: personal motivation is really hard to ask, so it can only be guessed.

Some people may say that the scope is too wide, which can be guessed? This matter should be reversed: the customer's personal motivation must be realized through your salesperson, and it can only be realized in this "sales".

Customers know that you are not God. There are so many things you can do.

Conjecture: this should be the place where salespeople spend most energy, further narrowing the scope of their customers' family, experience, position, environment and so on.

It really needs experience, and sales are always a job that requires experience.

Verification: after the above two steps, in fact, it is almost the same, the remaining customers to verify it in a variety of ways.

For example, it is not too hard to get the boss's attention and hope.

In fact, customers want to achieve personal motivation more than you do. What worries him most is that you don't know. What you want most is that you know.

So he is more urgent than you.

A rush will be shown in a variety of ways. You only need refreshments.

Knowing that there is a background behind everything, a lot of things are easy to handle.

The connection between the two motives

In sales, a master usually tends to establish two relationships: the relationship between product function and task motivation.

For example, "the clear imaging of a medical device can improve the accuracy of diagnosis for the hospital customers, so as to win the reputation of the hospital".

This is a relationship between product and task motivation, which may satisfy several personal motivations of using department heads.

1. he was praised by the dean. This is a question he is very concerned about.

2. he has a closer relationship with the academic department and is often asked to make a report, which is a necessary condition for him to evaluate his professional title.

3. no longer rely on his unpleasant doctor's experience, so as not to see his face.

{page_break}

These personal motives are actually achieved through the achievement of task motivation. This is neither against the law nor against morality. It even makes customers feel grateful for you. Why not?

In the initial case, when we decided to use foreign manufacturers' products, domestic manufacturers immediately turned a blind eye, directly to our selection team leader, said: "as long as you choose our products, immediately buy you a house in Beijing."

As a result, our colleague refused to take it seriously.

You may think he is noble, but in fact it is not.

The reason for his refusal is simple: his personal motive is to go abroad.

These two motives (interests) are actually two aspects of a thing.

When you effectively connect them, these two interests immediately become a direct causal relationship.

Sometimes the interests of enterprises are "cause", which satisfies the "fruit" of personal interests; sometimes personal interests are "causes", and he must achieve his own goal by realizing the interests of enterprises.

It's a piece of cake to find "cause" to succeed.

How to satisfy customer motivation

What is the nature of business? Business is, in the final analysis, an exchange, and the reason people are willing to exchange is that each of them thinks he gets more than he does.

In the final analysis, the sales profession is centered around how to make customers feel "more". The core is to satisfy customers' motivation and let customers think that he has gained "many" interests.

There is a most commonly used, the best and the simplest selling skill: SAB.

S is Solution, the solution for everyone. A is Advantage, the advantage brought by the scheme; B is Benefit, the advantage brought by advantages.

The following is a brief introduction to the application of this technique.

S (solution): before you use this method, you must first understand the motives of your customers, including personal motivation and task motivation; secondly, knowing the problems and needs of your customers, you must naturally deal with the solutions, not too long winded and clearly stated.

When people buy watches, they want to know a few things. They do not want to know the structure of watches.

A: advantage. Many people like to say a lot of adjectives, such as faster, better and more efficient.

But the real advantages should have the following two points: first, the advantages are not aimed at things (such as products, companies, services), it is aimed at people (customers), and S is targeted at things, which is their demarcation line; two, the advantage describes your things to solve the problems of customers, in fact, is a customer how to use your product to solve the problem description.

B (interest) refers to the results brought about by solutions and advantages, and the feelings that customers bring to customers when their needs are met.

Fang Long's motivation

Modern psychology has taught us a few useful things, one of which is that we rarely do anything motivated by a single motive.

Whether it is a generous donation of $1 million to a university, or a refusal to give alms to a hungry hobo, no matter whether we insist on turning black into white or insisting on white as black...

There are all kinds of complicated motives that urge us to make the final decision. We also understand this in our hearts.

But if we dare to honestly break the truth about all the people around us, I am afraid we will be embarrassed in public.

Instinctively, we always choose the most admirable and valuable item from all kinds of motives.

After dressing up, it caters to the taste of the public and is known to the public. It is called "the real reason why we do something."

But although it can deceive people on most occasions, there has never been a way to deceive ourselves, even if it is a one minute deception.

What we think inside is our own business. As long as we keep a respectable appearance, we will feel satisfied, so we are willing to abide by the principle: "you believe my lies, I believe you too!"