Subscribe to Buying Triggers for the Affluent
Posted by susan @ 11:52 AM, Wednesday Feb 27th, 2008
Category: Sales
Category: Sales
As many of you know, I provide sales coaching for businesses selling to the affluent. Specifically, the fractional ownership niche.
One thing I always stress is how to uncover a client’s hidden buying triggers.
For example…
- What might compel them to buy?
- Are there any emotional triggers you can uncover?
- Is Exclusivity a buying trigger?
If you ask the proper questions of each prospect, you should be able to uncover these hidden buying triggers.
These are individual to each prospect, but if you ask enough clients, you may find one or two themes consistent among all.
In my program Selling to Millionaires, I have an entire section devoted to Buying Triggers. How to uncover them. More importantly, how to correctly use them to facilitate the buying process.
Do any of you have a common ‘trigger’ you see among those who buy from you?/
Susan
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February 29th, 2008 at 4:23 pm
Freedom.
Freedom as a trigger as you’ve described it Susan is the freedom to obtain something not present and longed for, typically: 1. the freedom to do, be, and have one wants and is seeking; and 2. the freedom to not have to do, to be or to have what one wishes to escape.
Mitch
February 29th, 2008 at 5:47 pm
Affluent clients buy for reasons that are unique to each individual, although there are certainly some common themes. If you are selling to some self-conceived notion of why you think they should or will buy, you have the same odds of success as playing the lottery.
Asking the right questions and taking the time to actively listen to what they tell you about themselves will always give you the key to unlock their desire to own what you are selling. Nobody “needs” a jet share or a luxury fractional residence share. Those items do however fill many people’s needs and desires for things like more time with family, convenience, certainty, security.
Great salespeople have one thing in common. They listen to their prospects from a place of genuinely caring about what is important to them, they target the sales presentation directly to the heart of what they learned and they position the offering as the solution.
March 2nd, 2008 at 2:04 pm
My post was vague perhaps. The trigger that shot my friend into action was “purpose” and “family.” He told me he was living in future time all the time never resting in the present as he kept his businesses running from state to state. Money couldn’t buy him personal and family time.
He bought because he saw the freedom to escape living in future time - he sold his business - and the freedom to enter a new lifestyle and business of purpose with family and personal time.
MitchM
March 3rd, 2008 at 5:04 am
My experience mirrors what Doug is saying. If you ask good open ended questions, and sit back and listen, people will tell you everything you need to know.
Most sales people prefer to talk, and not listen. Most prospects WANT to talk about themselves….
Buying triggers are unique to each prospect, but you’ll never know what emotional reasons they might have for buying if you’re busy doing all the talking.
Susan
March 3rd, 2008 at 5:06 am
Money couldn’t buy him personal and family time.
That’s the reason many wealthy people seek out vacation residences or owning a jet. It gives them more quality time with their family. As a sales person, it’s finding ways of introducing these concepts into a sales conversation that will set you apart.
Susan
March 4th, 2008 at 8:17 am
Let’s take Susan’s comment one level deeper. The logic of the statement “it gives them more quality time with their family” is correct. What gets the client engaged emotionally, makes them feel the feelings that create deep desire for your offering, is the story you tell, based on what you discovered from them. You paint a picture for them of their family in your property feeling what they long for. Feeling that togetherness. Having the property act as a magnet to get the kids to come along, etc. You guide them to a time in the near future where they are in this picture having an amazing one of a kind experience. Then they have to buy or they are losing what they already “have” in their mind. This is the easy way to sell. As Susan pointed out, they love to hear the sound of their own voice. Just let it happen.