Emotional reasons for customer purchases key to sales

Apr 17 2013 - 4:31pm


KAYSVILLE -- Understanding the emotional reasons why customers buy a product is key to selling it to them.

And only 5 percent of their reasons to buy or not buy are visible on the surface.

Those ideas were a center point of a public presentation Wednesday by Adam Robison, vice president of sales at Business Performance Group Incorporated, a business that trains sales professionals and business executives how to increase their bottom line.

"We all agree that we hate to be sold, but we love to buy," Robison said, noting that people do business with people they believe, like and trust.

He said potential clients always are asking themselves what is in a business transaction for them.

His presentation was designed to give participants tools to build their clientele base and to enable them to make six-figure salaries.

"Your income will go up directly proportional to your ability to 'A' be unselfish, to 'B' find emotional motivators and to 'C' add value," Robison said. "You have to creatively find solutions to their problem," he said of potential customers.

He said sales result from relationship building. Sometimes in the short run, a successful sales associate sends someone in his or her network to another business to fulfill their needs as a way to build a rapport.

Robison spoke at a business breakfast meeting sponsored by the Davis Applied Technology College at the Northfront Business Resource Center.

He said only 20 percent of success in business sales lies in product knowledge.

Another 40 percent of that business or person's success is dependent upon skills and techniques, he said.

The final 40 percent, he said, is based on the person or businesses's attitude.

"This is something I can't do anything about," he said. "This is 100 percent you. You have to have a desire to improve and to learn to make six figures."

Robison said businesses generally do a good job of training their sales teams on product knowledge, but they often overlook developing their people in the skills of selling.

Robison challenged all in attendance to do their homework by finding out this week why at least three of their current customers bought from them.

He also challenged participants to use effective means to plan out their days ahead of time on a calendar.

He discussed making a plan in half-hour increments for one's day and sticking to the plan.

"We all value being an honest person," he said. "I want to keep my promises to myself because I want to be a man of my word."

He said to schedule some flex time at the beginning and end of the day that can easily be substituted when things arise that require immediate attention.

And one item that should be scheduled at least twice a week, Robison said, was appointments to trade referrals with others in one's network.

He also said business networking meetings are important.

"Maybe we don't make a hard sell to one another," he said, "but chances are I know someone who you could do business with."

Being prepared when going to meet with a potential client also is important, he said.

"Strategize and think about that meeting in advance," he said. "Ask 'What are the needs?' If I don't know that, we can never make a sell."

Robison will be teaching three upcoming half-day business development courses open to the public at the DATC.

The courses include Building Credibility and Customer Rapport on April 22, Building Your Sales Toolbox on June 20 and Programming a Mindset for Success on May 16.

Next month's free business breakfast will be about monetizing efforts and having a business plan, to be presented by Annette Pieper, a harmonic life specialist, at 7:30 a.m. May 15 in room 2007 at the DATC.

For information about any of these programs, call DATC Continuing Education at 801-593-2100.

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