In other words, if a lead doesn’t feel your product will fulfill a basic human need (like securing shelter or building self-esteem), they won’t buy.) Behavior #4: Customers Buy the Pleasure the Product Promises, Not the Product Itself Any marketing or brand that doesn’t speak to these basic human needs will fail. In Building a StoryBrand, Miller claims that people are motivated to purchase by the basic need to stay alive and prosper. (Shortform note: Donald Miller would disagree with Ziglar on the notion that people buy things they want, not things they need. When selling your smartwatch, don’t pitch it on its utility but rather on its stylishness and modernity, for instance. This means you must appeal to peoples’ desires, not their needs. Establishing credibility in the eyes of the lead, as we discussed in Part I, can be seen as moving the lead’s certainty about you to 10.) Behavior #3: Customers Buy Things They Want, Not Things They NeedĬustomers far more often buy products they want over products they need, contends Ziglar. What’s more, he argues, there are also scales of certainty about you, the salesperson, and the company you work for. As a salesperson, your job is to move them to 10 on the scale. A lead’s certainty about a product falls somewhere on a scale from one to 10. (Shortform note: In Way of the Wolf, Jordan Belfort elaborates on the idea that leads are more likely to buy when they have comprehensive information about a product. When you explain these to the customer, they feel confident they’re getting value from the product and buy. For instance, a lead might decline to buy your smartwatch because they don’t understand all its capabilities. They want you to provide more information so they can feel secure in their decision to buy. Often, a lead declines to buy because they don’t have enough information on the product to make the choice to buy, writes Ziglar.

You might take advantage of humans’ habit of thinking of themselves as smarter than they perhaps are by flattering their intelligence to make a sale.) Behavior #2: Customers Decline to Buy Because They Don’t Have Enough Information

Humans are good at evaluating themselves on certain traits-they tend to correctly evaluate how emotionally stable they are, for instance-but they’re bad at evaluating themselves on traits like intelligence and generosity. (Shortform note: Ziglar contends that people often give false reasons for not wanting to buy a product, and indeed, other experts agree that people generally aren’t as in tune with themselves as they think they are. We’ll talk more about addressing objections in the next section. As a salesperson, you must listen well (as discussed in Part I) to figure out what their true objection is so you can address it. For instance, someone might argue they can’t afford the product when in reality, they simply already own a similar product. Behavior #1: Customers Give You One Reason for Not Buying When It’s Really AnotherĬustomers often unwittingly express false reasons for not wanting to buy the product, claims Ziglar. Here are the six common customer behaviors.

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