Business Meeting.

Why do consumers buy what they buy? It’s an age-old question that every business wishes it had the exact answers to solve.

In the simplest terms, customers buy for their own reasons. And the way people buy has changed rapidly due to online shopping, giving consumers more choices – and thus more leverage – than ever before. The advances in ecommerce have also provided invaluable amounts of data, which when analyzed provide a far better understanding of what buyers value when buying than ever before.

It’s long been understood that the buying decision is based on emotional responses based on perceived value or filling a need. Buyers have many options and there are a variety of factors that differentiate products and services, many subjective to each individual.

Some of the lessons learned through ecommerce data likely apply to all buying decisions. According to research by BigCommerce, product quality (56 percent) and free shipping (49 percent) are the top two factors driving purchasing decisions. The most important store feature driving purchasing decisions is competitive pricing (80 percent), while 62 percent of shoppers actually research big-ticket items in stores before buying online. These numbers are just a glimpse into what influences a sale.

Given what business understand about what influences buying decisions, what tactics and strategies can sales people use to increase sales? These are three proven tactics every sales person should know.

Perseverance and tenacity. Historical research shows that only 2 percent of sales occur at the first meeting, and 80 percent of non-routine sales occur only after five follow-ups. The point would be to not give up.

The ‘front of mind’ mentality. As a sales person, when a customer is ready to buy, you want them to think of you and your brand. It’s a fact that many (20 percent) will take more than a year to buy. Maintain effective marketing and communication.

Sell the relationship, not the sale. Successful sales people know that the only thing that matters in sales is relationships. Solving problems, satisfying needs, establishing trust and building loyalty drive the long-term sales process. Successful sales are not about one transaction.

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