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Dave Richardson

Sales Truths: A Customer Is Buying a Moment

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Key to sellingCUSTOMERS BUY WHAT THEY NEED FROM SALESPEOPLE WHO UNDERSTAND WHAT THEY WANT. 
 
WHY IT’S TRUE: A customer is looking for an engagement ring (need) but is really concerned about that moment he’s on his knee asking her to marry him (want). A customer is seeking an expensive gold watch (need) but is really looking forward to the compliments she’ll get when wearing it (want). 
 
PLAN OF ACTION: Engage the man in a conversation about how he plans to propose. Share stories of how others popped the question. Talk to the woman about the look and feel of the watch. I once heard a speaker say during a presentation, ?I’m sure you’ve noticed I’m wearing a watch on each wrist. One is a solid gold Rolex, the other is a Timex. The Rolex is for you, the Timex is for me.? When a customer knows that you know what he or she wants, your chance to close the sale significantly increases.

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