Behind Every “Buy” There’s a “Why”
Read the signs and learn how to accessorize the customerOctober 23, 2013 By Jon Sienkiewicz, URC
It’s too bad that customers don’t wear a patch of litmus paper on their foreheads. If they did it would be much easier to know their intentions without even having to talk to them. A fiery red patch could warn us that the customer has a problem or wants to return something. Run away! Run away! Yellow is for tire kickers. Caution! Don’t waste any time with this cat! Green—good old U.S. currency green—could mean that the customer is ripe—I mean ready—to be closed. Get out the order pad!
Would that be great, or what? Well, the truth is, customers do signal their buying intentions. For some salespeople it’s not as observable as a patch of litmus paper. For others, recognizing buying signals is natural and instinctive. In fact, I’ll go out on a limb and say that many outstanding salespeople use this seventh sense without realizing that they have it.
People buy things when they are in what psychologists (and highly compensated, self-proclaimed consultants) call Dominant Buying Mode. In technical terms, people enter the Dominant Buying Mode when their Dominant Buying Motives are actuated. In other words, we’re talking about that extraordinary time when a consumer is making a purchase and fulfilling the motive behind the purchase. This could be buying a new wristwatch to look esteemed or a wall clock to make their home look cool. Or maybe they’re buying a new time piece because they’re tired of always being late. There is always a reason behind a purchase. You might say, “Behind every buy there’s a why.”
Before we venture too deeply into the psychology of consumer retail purchasing, let’s agree to accept this fact as true: the best time to make an accessory sale is when a customer is making a significant purchase—as long as you know the motives and reasons behind the purchase.
Okay, so the customer is at the counter with his credit card out of its holster and an AV receiver on the counter. He’s ready to rock-and-roll and you are the salesperson who closed the sale. Where does it go from here? How do you sell accessories to this customer?