In reality, there are just about three reasons why people choose to buy from you….
1. to make money,
2. to save money, or
3. to reduce pain and frustration.
Your job as an agent or marketeer is to figure out which one of those reasons the person on the other side of the table is considering buying your product or service. Your role then becomes a dance to persuade them that your product or service will accomplish their goals.
In a book “Ten Deadly Mistakes You Should Avoid” it is not difficult to identify core reasons; it is just simply about:
|People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.|
Once you have figured out the core reasons why someone is considering your product or service your next step will be to figure out the trigger points at which their decision will be made.
(Special thanks to Scott Scanion)