Lesson 1: Why People Buy

Think about what you could do in the following situations.  Then, click on the statement for a solution to each problem.
    Give a tour and point out the trained staff, security, and fire safety program.

      Be prepared to translate negative speech. This translation can lead to a positive approach. Think about what each customer really means in the negative statements below.  Then, click on the statement for a translation.
      Would you please direct me to the coats in my size?
      Please cut my hair so it looks good.

      Customers want to know that the salesperson can help them solve their problems and that the results will somehow improve their present situations.  When the salesperson focuses on their problems, they realize the salesperson wants the best for them, and generally, that results in sales.

      Click on the Customer Service video below that reviews some tips for giving good customer service.


       



       
       

      Summary

      • Recognizing customer motives for buying is important for salespeople so that they can present their product or service in the best way.

      • When customers are motivated and feel good, they are more likely to purchase products and/or services.

      • When a customer perceives a problem, the salesperson must recognize the problem and present the product or service as the solution.

      No matter why customers are buying, they always want to feel that the salesperson has their best interests in mind.