The Five Buying Motivators: How to Convert a Prospect Every Time

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The Five Buying Motivators: How to Convert a Prospect Every Time

People will buy from people they like and people they trust. In order to buy there must be motivators.

There are 5 buying motivators and those motivators are:

To make money To save money To save time To increase convenience To increase their competitive edge

In your first meeting you will need to uncover how your product or service will meet all or some of the buying motivators. How do you do this? Ask the right questions! (For more information on questions, google my article on probing).

How will your product/service help them make money? Look for creative ways to uncover their current situation and the money that they are making now. Present a value proposition with your product/ service and it should be an easy close for you.

How will your product/service save them money? Now I’m not talking about selling on price. A wise man once said “Price is only an issue in the absence of value.”  Don’t drop your price! Increase your value and show ways that this saves them money.

How will your product/service save them time? Time & money are the two big ones. Everyone is looking for a way to save time. Show how your product/service will create more efficiencies for the prospect and what that means to them in terms of time. Break that time down to dollars and tie it into number 1.

How will your product/service help them increase convenience? Nobody likes a long drawn out process. In today’s day and age people generally want to push a button and get results.  Show them ways that you can make their life easier and they will follow you for life.

How will your product/service help them increase their competitive edge? Everyone wants to beat their competitors. That is the essence of business.  If you can help your prospect do that they would be crazy not to work with you. Wow! Talk about value! Are your competitors doing this? I doubt it.


The more buying motivators that you can fulfill, the more likely you are to succeed in the sale and get a customer for life.

Once you have determined how you can fulfill their buying motivators, you need to set the stage for a buying environment. Always remember that people don’t want to be sold but they do want to buy. Take your solutions to their challenges and create a buying atmosphere and there is nothing standing in your way. By answering these motives you will eliminate the perceived risk of changing suppliers and you will beat your competitors every time.

Try it and let me know how it goes.

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