The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible pdfdrive com

Even if you are offering an apathetic buyer a one-hundred- dollar prize for five dollars, he
wouldn’t take it.
They waste your time. A friend of mine was once selling an excellent product
for $295. The person with whom he was speaking was perfectly qualified to buy
it and use it. He needed it, and he could afford it. But he was an apathetic buyer.
No matter what my friend said, this customer replied by saying, “It’s too
expensive; it’s too expensive; it’s too expensive.”
Finally, in exasperation, the salesperson asked him, “What if I gave it to you
for two hundred dollars?”
“It’s still too expensive.”
My salesman friend said, “How about one hundred?”

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My salesman friend said, “How about one hundred?”
The apathetic buyer said, “I still couldn’t afford it.”
Finally, my friend said, “How about five dollars?”
“I still wouldn’t buy it.”
This is the typical apathetic buyer. They just don’t care. They are negative and
indifferent. When you meet these people, you will recognize them right away.
Instead of tiring yourself out with them, extricate yourself as politely as you can
and leave. Go and talk to someone else who will be more likely to buy.
2. The Self-Actualizing Buyer
On the other end of the scale of buyer types, you find the self-actualizing
buyer. The self-actualizing buyer is exactly the opposite of the apathetic buyer.
These buyers also represent about 5 percent of the customer market.
The self-actualizing buyer knows exactly what he wants, exactly the features
and benefits he is seeking, and exactly what price he is willing to pay for it. If
you have what he is looking for, he will take it immediately, right now, with few
or no questions. He is positive, pleasant, and a pleasure to deal with. All you
have to do is have the product or service he seeks, and the sale is made.
These buyers are rare. The self-actualizing buyer, like the apathetic buyer, is
rare, never more than one in twenty prospects. But if you call on enough people,
every so often you run into one of these self-actualizing buyers. And the sale is
so easy that you say to yourself, If I could sell like this all the time, I’d be rich!
In dealing with self-actualizing buyers, always sell them exactly what they say
they want. Don’t try to sell them something else or something different, and
don’t change the specifications. You might give them some additional
information, but don’t try to talk them into something other than what they have
their hearts set on. If you don’t have what they want, tell them immediately that
you don’t have it and suggest to them where they might find it.