How Buyers Decide to Buy - Ch 2 How You Make the Sale Series at Catch a Gideon

January 24th, 2007 by digerati

This is Chapter 2 of the How You Make the Sale Series. Chapter 2 discusses how a buyer decides to purchase a product. The following is based upon my notes from reading this book previously.

People buy to solve a problem. < -- that's a period there folks!

The problem may be real or perceived, and the solutions they seek may or may not solve the problem they believe they have. But a buyer exists in the marketplace because he believes there is a problem to solve.

Real problems are easier to identify; the problem is there, and there is little question about the problem the customer is trying to solve.

A solution is not just a product that solves the customer’s problem. There are other factors including making a statement (with the solution), image, self-concept, etc. The term “shirt sleeve products” describes products a customer uses in plain view of others. This generally makes brand name or appearence much more important.

Customer’s rarely own up to their needs for prestige and status, these needs must be determined by a good salesperson by watching and listening to the customer, and reading between the lines.

Did I mention that *customers always buy to solve a problem*?

When a customer enters the market to solve a problem they always follow the “Path to Purchase.” Here are the nine steps:

1. Identify the need, whether real or perceived. This can be vague at this point. The problem may be “I’m bored all the time” rather than “I must have a Nintendo Wii.”
2. Gather data on the available products, what they do, and how other people have used them. If your need is vague, you may look at what solutions people use who have the same problem as you.
3. Clarify the Need. “Video games will solve my bordom. There may be several rounds of this, ending possibly in a single product or company.
4. Identify options that fullfill need.
5. Develop purchase criteria. How much can I spend, when do i need delivery, what other determinants drive this purchase?
6. Identify potential sources. Who makes/sells the products I need? Where are they, who is close by, who offers good service after the sale? Who do I know who recommends someone in this industry?
7. Contact or visit potential sources.
8. Interview potential salespeople. (Interview is a strong word if you’re going to Best Buy, but stick with me here.)
9. Select preferred outlet and salesperson.

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How You Make the Sale is an excellent book, especially for someone who is beginning to deal with customers. I highly recommend it for any first time entrepreneur, or someone interested in becoming one.

How You Make the Sale Series page, read the rest of the chapters.