Every buying decision starts with a reason, even if the prospect doesn’t say it out loud. That reason is a buying motive. It’s a mix of needs, pressures, fears and goals that drive someone to act. When you understand their buying motives, you can focus on what truly matters to them.
In a post on the Yesware blog, writer Casey O’Connor says that buying motives can be based on facts, thoughts, emotions or intuition. Most decisions involve a blend of emotions and logic. When you understand what’s driving someone, you can adjust your approach in a way that actually influences their choice.
So, how can you leverage prospects’ buying motives? Read on. We share O’Connor’s tips in this issue of PromoPro Daily.
Identify the primary motive early. O’Connor recommends asking open-ended questions to uncover why the prospect is exploring a solution in the first place. Maybe they’re driven by a financial or social motive, or perhaps they’re more concerned about avoiding risk. Listen closely, he says, because prospects often reveal more than they intend.
Tailor your messaging around that motive. Once you know the prospect’s driving force, O’Connor says you should frame your solution to support it. For example, lead with ROI if the prospect is interested in financial gain. If they’re focused on security, emphasize reliability. O’Connor suggests emphasizing quality and exclusivity when working with image-driven prospects.
Personalize your presentation. According to O’Connor, you should incorporate case studies or examples that reflect the same motive your prospect holds. For example, if they’re driven by security, highlight testimonials and certifications. If they’re driven by impulse, he says you can create urgency with limited-time offers or exclusive benefits.
Align follow-ups with their motive. Make sure that each email and call reinforces the prospect’s main buying motive. For example, O’Connor says by sending a value-first follow-up like, “Just wanted to share a quick ROI calculator,” you show that you’re aligned with their goals and not just your quota.
Role play different buyer types. O’Connor recommends practicing recognizing motive cues in conversation and adjusting your pitch accordingly. The faster you can match motive to message, the faster you can build trust.
Prospects are driven by all kinds of things, from a desire to be first to a need to build more brand awareness. You can learn their motives and connect with them in relevant ways by following the guidance above.
Compiled by Audrey Sellers
Source: Casey O’Connor contributes to the Yesware blog on topics including sales strategy and sales engagement best practices.
