The ABC's of Selling - B

Buying - Why They Buy

Very early in my sales career a sales trainer named Roy Chitwood helped me understand that ther are about a half dozen reasons why anybody buys anything:

safety and security
fear of loss or lower risk
opportunity for gain
social status or pride
comfort and convenience
solve a problem

Not very complicated, but after years of selling, training thousands of salespeople working hundreds of deals, as people's motivations ususally come from one of these.

One...