October 2002 Track Selling Times World Class Sales Management
 World Class Sales Management:
Mastering the Buying Motives
by Bob Bowker
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(From September 1999 Track Selling Times)
I've been in sales for over twenty years and currently have 30 salespeople under my supervision. Any new salesperson we hire first spends a week in class learning our products and services, as well as the Track Selling System. This has proven a particularly successful formula for us as the new recruits arrive on the job enthusiastic and raring to go.
As a means of reinforcement, we often discuss the Track Selling System during sales meetings. This helps to keep the sales process fresh in the minds of our salespeople. Otherwise, within a few months, most have forgotten all that they learned in their first week.
I'm particularly fond of the buying motives (desire for gain, fear of loss, comfort and convenience, security and protection, pride of ownership, satisfaction of emotion).
I refer to them constantly as a tool in resolving sales difficulties.
Here's how it works. One buyer might be most concerned with fear of monetary loss with regard to a memorial property. For example, by not buying in advance, it will cost a lot more in the future.
Another prospect might focus on security and protection. If so, we would cover the fact that we are a reputable firm, we've been in business a long time and our properties will always be maintained to the highest standards. We might also mention that we have the largest endowment care fund in California.
Review of the buying motives makes quite a difference. Once our salespeople understand the buying motives and can match them to the prospect, sales tend to increase significantly.
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