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

The Great Discovery
Here is the remarkable discovery that you will make. If you call ten previous
customers, probably 80 percent of them will give you the same reason that they
bought from you. Very often, you were completely unaware that this was the
real reason for the purchase decision.
Whatever the answer, write it down. From that day forward, whenever you
meet with a new prospect, be sure to tell him, “Most of our best customers say
that the reason they decided to buy from us was [the hot button]. Is this
important to you?”
The Flowering Cherry Tree
There is a story about a real estate agent who takes a couple to show them a
house. The house is not in particularly great shape, but as they pull up in front of
the house, the woman looks past the house, and in the backyard, there is a
beautiful, flowering cherry tree.
She immediately says, “Oh, Harry, look at that beautiful flowering cherry
tree! There was a flowering cherry tree in my backyard when I was a little girl.
I’ve always wanted to live in a house with a flowering cherry tree.”
They all get out of the car and go in to look at the house. But the salesperson
has taken note of what the woman said.

---

Harry looks at the house critically. The first thing he says is, “It looks like
we’re going to have to recarpet this house.”
The salesman says, “Yes, that’s true. But from here, just look; you can see out
through the dining room, and you are looking right at that beautiful, flowering
cherry tree.”
The woman immediately looks out the back window at the flowering cherry
tree and smiles. The salesman knows that the woman is the primary decision
maker when it comes to buying a house. So he focuses on her.
They go into the kitchen and Harry says, “This kitchen’s a bit small, and the
plumbing looks old.”
The salesman says, “Yes, that’s true. But when you look through this window
while you’re preparing dinner, you can see that beautiful flowering cherry tree in
the backyard.”
Next they go upstairs to see the rest of the house. Harry says, “These
bedrooms are too small, and besides, the wallpaper is old-fashioned, and the
rooms all have to be repainted.”
The salesperson says, “Yes, but notice that from the master bedroom, you
have that beautiful view of the flowering cherry tree.”
By the end of the walk through the house, the woman is so excited about the
flowering cherry tree that she can’t see anything else. The buying decision is
made. They buy the house because the salesman has identified the hot button:
the flowering cherry tree.