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

particular party, could determine the outcome of virtually every election in the
country. Forty percent of qualified voters never go to the polls. They are the
largest single voting bloc in the country.
Why Don’t They Buy?
The people who are not now buying your product, or anyone else’s product,
are the greatest source of new customers. If you can find out why they are not
buying at all, you can often break into a brand-new market and sell more than
you ever have before.
Keep asking, with regard to noncustomers, why don’t they buy? What is it in
their perception that holds them back from buying the product or service you
sell? What objection would have to be overcome in their minds to get them to
come into the market? What could you do to dispel the ignorance that they have

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of how much they could benefit? How can you remove the fear that is holding
them back?
Very often, the simplest way to approach the noncustomer market is to
identify a specific benefit that the noncustomer values and desires enough to
want to own your product or service. Demonstrate to this prospect that he will
definitely get the one benefit that would motivate him to buy, and then give an
unconditional guarantee of satisfaction. By focusing on the key benefit and
backing it up with strong guarantees, you can often break down the resistance
that keeps your noncustomer from buying in the first place.
When do your customers buy?
When is the best time to sell to your customer? Is it a specific time in the
business cycle, or a specific season during the year? Do customers buy when
business is growing, or when business is declining? Some services are most
appropriate when businesses are in difficulty. Other services are bought more
readily when businesses are growing rapidly.
What season of the year do your customers buy the most? During what stage
of the business cycle do they buy? Some products are most suitable for startup
businesses. Others are better suited for growing businesses. And some work best
for large companies that have stabilized or leveled off in the market.