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Another Sales Strategy

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To close a sale, the prospect must see themselves buying from you. In order for this to happen, you must do two things.

First, enter the conversation that is already happening in the shopper’s mind. For a shopper buying out of necessity it is probably a conversation about cost, wanting the problem to go away, and avoiding a mistake.  For a non-necessity shopper the conversation is probably more about being is a hurry to possess the product or service. It is really like a fix to a junky.

Second, create a mental picture, in the shopper’s mind, that defines success as a result of buying from you. To do this you must first understand what success looks like from the shopper’s perspective. For the necessity buyer the picture may not involve what they are shopping for, but include instead the result of the purchase. If the shopper’s car is broke down and they are having problems getting to and from work, the picture might be how, after buying the repair part from you, the shopper is driving their own automobile to work without worrying about a breakdown. The product or service is probably not an important part of the picture.

For the non-necessity shopper, the picture may be that of the shopper using the product or service in the way they have presented the need. For example, if the shopper discloses that they want to be able to get their email anywhere, anytime; you will want to present scenarios where the shopper can visualize themselves using this new smart phone in various locations, while at the same time receiving an important email. The product or service is an important part of the picture.

In any case, the shopper and their motivation is the driving force behind any purchase they might make. You and the product you sell is not the driving force, but instead the road or map the shopper must follow to successfully meet their need or desire.

Necessity and Non-Necessity Shoppers

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From a very simplistic perspective, shoppers buy in one of two modes. I am calling these “Non-Necessity Purchases” and “Necessity Purchases”.

Non-necessity purchases are made to fulfill a need that is emotion based and acts like a “fix”, creating a high with the shopper. This buying mode is addictive because the high is focused on the front end of the “want-decide to buy-purchase-live with” (WBPL) cycle. After the purchase, the high wears off quickly leaving the buyer hungry for more. This shopper has a lower instance of customer service issues because their focus is on the beginning of the cycle where the high is instant and short lived.  They really want a new one because the fix is based on the “thrill of the kill” associated with the purchase, not with long term ownership.

The non-necessity shopper has convinced themselves that they need or want something to enhance their lives. These shoppers probably know something about what they want and have already scoped out where they can find it. This is a highly qualified prospect only if your product or service is capable for giving them their fix or emotional high.

There are three points to the sales process for the non-necessity shopper.  These are:

  • Sales person must understand the desire(s) of the shopper.  What need is the shopper trying to fill?
  • Frame the presentation of the product or service within the definition of the shopper’s desires.
  • Make it easy and quick to buy from you. Close the deal while the shopper is on their emotional high.

In an earlier article of mine, I defined the Shopper’s Journey.  This journey has 6 steps. Awareness, learning, liking, preferring, conviction, buying. Tying this together with pull selling you have:

  • Awareness: The shopper knows you are able to fulfill their desire.
  • Learning: The shopper learns about you and how you can supply the object of their desire. This includes the speed at which you can fulfill them.
  • Liking: The shopper likes what they learn about you and your products or services.
  • Preferring: The shopper’s experience causes them to prefer the product or service you offer.
  • Conviction: The shopper convinces themselves that your product or service is their best option.
  • Buying: The shopper purchases your product or service.

Necessity purchases are made to solve a problem. This buying mode is not addictive because the high is focused on the aftermath of the purchase. The shopper is happy to not have the problem anymore.  This shopper is more likely to have a customer service issue because their focus is on the end of the WBPL cycle, which is long term living with the purchase.  The shopper is concerned about the ability of the purchase to solve their problem over time.

The necessity shopper is trying to solve a problem.  Since they believe they are in a necessity buying mode, you can be certain they will be making  a purchase from someone.  Why not you?  This is a highly qualified prospect.

There are four points to the sales process for the necessity shopper.  These are:

  • Helping them understand their options and risks.
  • Help them to find the best solution for their needs.
  • Taking joint action with the shopper to actually solve their problem.
  • Make it easy to buy from you.

Helping the prospect understand their options and risks is an educational process. The prospect is explaining their situation to the sales person and the sales person is defining options that the shopper can be offered.  This dialog between the shopper and the salesperson is not a lecture, but rather a discussion between the individuals or groups.  The idea is to understand what solution characteristics are important to the shopper and how you can meet those demands. This is at its heart a consultative sales approach.

Part of the explanation of options is the discussion of benefits and risks associated with each option.  In the end, you want the shopper to make their own decision about what is right for their situation. Of course, you also want the shopper to purchase the product or service from you and your company.  When the shopper makes their own choice to do business with you, it is called “pull” selling.  The shopper is solving their problem, with your help (pull), as opposed to you solving their problem with their help (push).  The shopper, as a result, has some responsibility in the success, or lack thereof, of the solution.

Tying this together with the Shopper’s Journey, you have:

Awareness: The shopper knows you are able to help them.

Learning: The shopper learns about you and your specific options for helping them.

Liking: The shopper likes what they learn about you and your products or services.

Preferring: The shopper’s experience causes them to prefer the product or service you offer.

Conviction: The shopper convinces themselves that your product or service is their best option.

Buying: The shopper purchases your product or service.

In conclusion, it is important to know whether the shopper’s motivation to buy is necessity, or non-necessity, based.  From there the salesperson and enter into the conversation already taking place in the shopper’s mind. Then the salesperson can move the shopper through their journey to buying a product or service.