Why People Buy : Achieving the Selling Zone
The author, Guy Baker - guy@standel.com , September 4, 1998To effectively sell, you must understand the buyer's process (The author is recognized as one of the premier life insurance salespeople in the world. He is one of only 40 agents to have qualified as a member of the Top of the Table more than 21 times.)Selling, whether it is financial products or tangibles, is more than making a good presentation and offering an excellent product which people want. Selling is all about understanding your buyers needs and then helping them discover why your product meets their needs. Why People Buy explores the selling process and helps the reader understand why they need a repeatable sales process. Once you build your sales process, you need to make it "riskless."But our sales process is only half of the equation. The other half is what the buyer is thinking, where they are in their buying process. The buyer has a tempo, a pace which is comfortable. If we ignore it, then we do so at our own risk. If we understand it, then we can time our own process to match their tempo.I have tried to detail the buying process and what these buyers are doing while we are systematically following our process.I have been told by some of the best sales people in the country that this book hits the target. Veterans have told me they have learned why they have lost important sales. You dont have to be an insurance agent to learn from this book. I hope it helps you achieve your sales goals for the coming months.