If You Want To Sell, Do This: The Two-Factor Technique of Buyer Motivation (Part 2)

Online, June 24, 2011 (Newswire.com) - Elm Grove, Wisconsin - FutureOffice Network's Craig J Davidson, CEBS, writes a new article posted in Employee Benefit Advisor, "If You Want To Sell, Do This: The Two-Factor Technique of Buyer Motivation (Part 2)."

In last month's column we detailed the three psychological states that benefits buyers find themselves in, especially the one you want to lead a buyer to - "satisfied. This month, we'll look at how to get a buyer from "dissatisfied" right to "satisfied" - and get an AOR as a result.

Which sales methods leave buyers dissatisfied or not dissatisfied?
Following are three common sales methods that leave buyers dissatisfied or not satisfied, and thus deny you an AOR.

1) Rates. Having a rate discussion near the beginning of your sales presentation will not satisfy your buyer or you. At best, your buyer will focus on your rate discussion and you'll have no opportunity to develop a differentiated position that will lead your buyer to a long relationship with you based on value.

Rates are rates. A relationship based on rate and nothing else will position you as a peddler. Live by the rates, die by the rates - perhaps as soon as next year, when a competitor spreadsheets you. So deliver the rates, but make your sale based on value.

2) Insurance talk. Insurance talk is another satisfaction killer. We all know the jargon. The problem is that your buyer doesn't care. Do you like going into a car dealer and hearing a salesperson jaw on about suspension systems, camshafts and Johnson rods? Most people don't. They want to know about the steak, but they care about the experience first and the price second. If it all comes together in the buyer's mind, satisfaction occurs.

3) Customer service talk. You may disagree with me on this one, but I'll say it anyway: Stay away from too much talk about your firm's customer service. Everyone does it, and it all sounds the same to the buyer. Does a buyer really care that you've been in business 100 years and stuff like that? You're wasting valuable time and momentum.

To read the complete article, visit:
http://eba.benefitnews.com/news/two-factor-technique-of-buyer-motivation-part-2-2685259-1.html

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About the Publication
Employee Benefit Adviser is owned by The Benefits Group of Source Media and is written for employee benefit brokers, advisers and consultants. The Benefits Group is the leading information resource for the ever-changing HR & Benefits marketplace.

About the Author
Craig J. Davidson, CEBS, is Principal of Davidson Marketing Group, LLC and the inventor of FutureOffice Network. Davidson's insurance and employee benefits expertise helped him build a sales technology company that supports insurance brokers and other professionals who want to differentiate their sales message and presence in a marketplace.